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About Amber Creative

SimplyGo has recently launched its revamped website by Amber Creative. This launch marks a significant step in enhancing user experience, offering commuters a seamless platform for managing their travel needs. With an array of new features and a modern interface, the website promises to improve the accessibility and ease of cashless commuting for Singapore's public transport users.

With enhanced functionality, greater ease of use, and a mobile-optimized experience, the website caters to the needs of modern commuters. As SimplyGo continues to innovate, its new digital platform will play a pivotal role in making cashless, convenient travel an integral part of daily life in Singapore.

For more details and to experience the new features, commuters can visit the official SimplyGo website and explore its array of services designed to improve public transport for all.

Simply Go

In an era where seamless digital interactions are essential, SMRT has taken a major step forward with the launch of its newly revamped website by Amber Creative. This transformation goes beyond a simple redesign—it's a strategic shift aimed at enhancing the online experience for commuters and community members alike. With a sleek new look, improved navigation, and responsive functionality, the new SMRT website is built to put users first, aligning with the company's vision of “Moving People, Enhancing Lifestyles.”

You can now enjoy a refreshed, intuitive, and responsive digital experience that reflects SMRT’s ongoing commitment to excellence. Visit the new website at www.smrt.com.sg and explore everything it has to offer.

We Are Proud to Present the Newly Launched SMRT Website by Amber Creative

In a bid to highlight some of the exceptional websites built with their CMS, premier content management system Kentico recognises partner companies every month, and Amber Creative is honoured to receive a spot in its November selection for its work on the Institute of Adult Learning’s (IAL) website!

![](https://a.storyblok.com/f/70506/800x361/ef3c0f455d/18c787d5-c31a-43bb-bac7-0abb51969348.jpg)

Early this year, our team of designers and developers took on the website development project for IAL. The autonomous institute wanted a dynamic and functional website to showcase the extensive repository of materials and services that they offer to their diverse audiences. The challenge then was to find a way to present everything without overwhelming the audience or sacrificing valuable content.


For this project, the Amber Creative team, using Kentico’s dynamic capabilities and customisations, built a sleek website that highlighted the institute’s professionalism. The strategic use of clean, easy on the eye design as well as straightforward navigation features ensured a seamless digital experience that matched IAL’s identity. Kentico’s unique, foolproof Page Builder organized important touch points and lent immense convenience to the creation of the website structure, making it responsive and improving the user experience overall.











Again, congratulations to our amazing team here at Amber Creative. Here’s to more success in the future!

Kentico 'Site of the Month': See Amber Creative’s Award-Winning Work!

# **Amber Creative Attains ISO 27001 Certification: Elevating Digital Marketing and Web and Application Development Standards**



Amber Creative proudly announces the attainment of ISO 27001 certification for its Information Security Management System (ISMS). This milestone solidifies Amber Creative's commitment to ensuring the utmost security and confidentiality of client data, aligning with the highest international standards in information security.

**What is the ISO 27001 Certification to Amber Creative:**

ISO 27001 is the world’s leading international standard focused on information security management systems (ISMS). For Amber Creative, the ISO 27001 certification signifies more than just a badge of honor; it serves as a testament to the agency's unwavering dedication to safeguarding client data for all of Amber Creative's services and ensures confidentiality, integrity and availability when handling all client information.

**How to Get ISO 27001 Certification:**

Obtaining ISO 27001 certification first involves a structured process aimed at establishing and maintaining an effective Information Security Management System (ISMS). Here at Amber creative, we conducted thorough risk assessments to identify and evaluate potential security threats and vulnerabilities within our organization. After which, we developed and implemented policies and procedures to mitigate identified risks to ensure the security of all our client’s information.

Once our ISMS was in place and operational, we engaged an independent certification body to conduct an audit and assessment of our compliance with the ISO 27001 standard. This involved a comprehensive review of our organization's policies, procedures, and controls, as well as interviews with key personnel to ensure our ISMS is effectively implemented and maintained.

Upon successful completion of the audit and assessment, Amber Creative was issued an ISO 27001 certification, providing formal recognition of our organization's commitment to information security best practices.

**Partnering or engaging with a company that has ISO 27001 Certification:**

In a competitive digital landscape where trust and security are paramount, partnering with an ISO 27001-certified agency like Amber Creative provides:

Peace of mind and confidence in the security and integrity of data.

Prioritization of data protection and adherence to the best internationally recognized standards.

Utmost care and diligence when handling sensitive information so you can focus on achieving your own business objectives.

ISO 27001 certification serves as a hallmark of trust and reliability. By achieving ISO 27001 certification, Amber Creative reaffirms its commitment to delivering unparalleled value and peace of mind to clients in an increasingly digitized world.

**Wrapping up:**

Amber Creative's attainment of ISO 27001 certification marks a significant milestone in its journey towards excellence in digital marketing, web and application design, and development. By prioritizing information security and aligning with international standards, Amber Creative assures its clients that their digital assets are protected against cyber threats and vulnerabilities. If you are looking for a reliable agency, look no further. Contact us here.

![](https://a.storyblok.com/f/70506/1275x1650/e1cfdba3f6/amber-creative-27k-1_page-0001.jpg)


Amber Creative Attains ISO 27001 Certification: Elevating Digital Marketing and Web and Application Development Standards

### **Amber Creative Attains ISO 27001 Certification: Elevating Digital Marketing and Web and Application Development Standards**

Amber Creative proudly announces the attainment of ISO 27001 certification for its Information Security Management System (ISMS). This milestone solidifies Amber Creative's commitment to ensuring the utmost security and confidentiality of client data, aligning with the highest international standards in information security.

### **What is the ISO 27001 Certification to Amber Creative:**

ISO 27001 is the world’s leading international standard focused on information security management systems (ISMS). For Amber Creative, the ISO 27001 certification signifies more than just a badge of honor; it serves as a testament to the agency's unwavering dedication to safeguarding client data for all of Amber Creative's services and ensures confidentiality, integrity and availability when handling all client information.

### **How to Get ISO 27001 Certification:**

Obtaining ISO 27001 certification first involves a structured process aimed at establishing and maintaining an effective Information Security Management System (ISMS). Here at Amber creative, we conducted thorough risk assessments to identify and evaluate potential security threats and vulnerabilities within our organization. After which, we developed and implemented policies and procedures to mitigate identified risks to ensure the security of all our client’s information.

Once our ISMS was in place and operational, we engaged an independent certification body to conduct an audit and assessment of our compliance with the ISO 27001 standard. This involved a comprehensive review of our organization's policies, procedures, and controls, as well as interviews with key personnel to ensure our ISMS is effectively implemented and maintained.

Upon successful completion of the audit and assessment, Amber Creative was issued an ISO 27001 certification, providing formal recognition of our organization's commitment to information security best practices.

### **Partnering or engaging with a company that has ISO 27001 Certification:**

In a competitive digital landscape where trust and security are paramount, partnering with an ISO 27001-certified agency like Amber Creative provides:

- Peace of mind and confidence in the security and integrity of data.
- Prioritization of data protection and adherence to the best internationally recognized standards.
- Utmost care and diligence when handling sensitive information so you can focus on achieving your own business objectives.

ISO 27001 certification serves as a hallmark of trust and reliability. By achieving ISO 27001 certification, Amber Creative reaffirms its commitment to delivering unparalleled value and peace of mind to clients in an increasingly digitized world.

### **Wrapping up:**

Amber Creative's attainment of ISO 27001 certification marks a significant milestone in its journey towards excellence in digital marketing, web and application design, and development. By prioritizing information security and aligning with international standards, Amber Creative assures its clients that their digital assets are protected against cyber threats and vulnerabilities. If you are looking for a reliable agency, look no further. Contact us [here](https://ambercreative.sg/contact).

![](https://a.storyblok.com/f/70506/1275x1650/e1cfdba3f6/amber-creative-27k-1_page-0001.jpg)

Amber Creative Attains ISO 27001 Certification

Even if you have not been keeping up with digital trends today, I am sure that we are all aware of the rise in Gen AI. However, the term AI is used ambiguously and referenced to many forms of intelligent machines and software. As a result, it is used as an umbrella term for many other forms and classifications for specific AI software. First and foremost, let's delve into:

## What is AI?

![](https://a.storyblok.com/f/70506/3840x2160/1d3356a4e6/what-is-gen-ai.jpg)Aforementioned, there are many types of classifications of AI. In this article today, we will be using [Huang and Wang’s (2023)](https://academic-oup-com.remotexs.ntu.edu.sg/joc/article/73/6/552/7240119?login=true) classification of AI, whereby AI can be split into 4 different categories.

1. Converser: AI-powered conversational agents (e.g chatbots and smart speakers)

   *You can also check out our article on the rise of chatbots *[*here*](/blog/the-rise-of-chatbots-in-social-media-marketing)* and everything you need to know about ChatGPT *[*here*](/blog/what-you-need-to-know-about-chatgpt)*.*
2. Creator: AI content generators / AI Content Writers (e.g news articles and artworks)
3. Curator: AI checkers / AI-agents that collect, select, and present information to users according to certain criteria relevant to the functional area (e.g false information or POFMA)
4. Contemplator: AI-agents that recommend optimal solutions and make decisions through collecting and analyzing relevant information from users and other sources

For this article specifically, we will be focused on the “Creator” classification, or otherwise known as Generative AI as well.

## Overview of Generative AI

To reiterate, Gen AI is artificial intelligence that can produce various types of content, including text, imagery, audio and synthetic data. Thus, more recently, we would be able to observe AI in digital marketing, AI in advertising or simply put, AI being integrated into different parts of the creative industry in order to generate content that are related to, or in-line with the company's vision.

## Implications of Gen AI in the creative industry

![](https://a.storyblok.com/f/70506/2000x2000/0342b38eac/implications-of-gen-ai.jpg)

1. Lack of creativity and quality

   One of the most obvious implications that one would automatically turn to when incorporating Gen AI into creative content is the lack of creativity. Some images and videos we see today are unmistakenly AI-generated. There is a lack of liveliness and is easily identifiable as “copies” of original work. Compared to previously where art came in many forms - animations, paintings, sculptures (the list is truly endless) all of which with their own distinct styles for every single artist. However, with AI, art-styles, art mediums and designs as unique identities have all been put into a melting pot and repurposed to a uniformed and generic art-style which fails to provoke emotions or actions that companies are looking for.
2. Risk of automation bias

   AI as mentioned before takes into consideration huge amount of data. It then processes these data in order to formulate outputs for users. However, data that has been input into AI all stems from humans. As such, the data is packed with human biases, human discrimination along with human errors. These error-packed data, funneled through AI may then inadvertently perpetuate biased outcomes, leading to inaccurate content generation.
3. Consumer Resistance due to machine heuristics

   Machine heuristics refer to the set of perceptions or stereotypes that humans hold about machines. With the lack of general understanding about AI, how it works and operates, many of us tend to be skeptical of AI and what it generates. Additionally, it is evident that AI is flawed, attributed to it still being in its development stage for the most part. When using ChatGPT for example, how likely are you to fact-check the information given? Even in educational institutes, we are taught to always check and validate the information given to us by technology. Clearly, there is an air of mistrust and doubt. Apart from general anxiety about new technology, resistance can also be attributed to a phenomenon named *algorithm aversion* where people lean towards choosing humans over algorithms even if they are aware that algorithms outperform humans in a certain task. Therefore, consumers of creative work may also be resistant and skeptical to AI-driven creative work (such as marketing content, advertisements, artworks and more), viewing them as impersonal.

Despite these implications, it is not to say the Gen AI should be avoided completely. Gen AI does have many perks too, evident in its incorporation in many parts of our world today.

## Benefits of Gen AI in the creative industry

![](https://a.storyblok.com/f/70506/2000x2000/558da88030/benefits-of-ai.jpg)

1. Generation of ideas

   Although mentioned above that Gen AI may seem to lack creativity and quality, arguably, it is still capable of creating what humans are unable to, especially at an exceptional speed. Furthermore, with the immense data size that it is capable of handling, Gen AI to some extent is still capable of generating concepts and ideas that humans might take a long time before even coming across.
2. Personalization

   As reiterated multiple times in this blog, AI has the ability to analyze and sieve through large amounts of data. As a result, it is capable of creating campaigns and messages tailored to individual preferences and behaviors. Generally, it takes a lot of time spent in research in order to fully understand and comprehend societies that we are not part of and preferences of individuals that we do not understand. As a result, messages that we are trying to send through our creative works might not echo as loud as desired towards our audiences. The use of Gen AI, however, cuts this process down manifolds. With existing data of the audiences, we are trying to reach, it can be programmed to immediately generate ideas that would speak to them.
3. Dynamic content creation

   How much time would you say you spend on your mobile phones doom scrolling your interests and hobbies? Now, how much of that time spent is relevant to the trends today? Living in a VUCA (Volatile, Uncertain, Complex, Ambiguous) world today, information is constantly being transmitted, knowledge is constantly being shared and data is running from system to system all day long, all year round. Furthermore, Gen AI is kept up to date. Making use of Gene AI would then give companies the edge to generate dynamic content that adapts to real-time user interactions, preferences and daily trending topics and events. Thus, companies would be able to deliver more relevant and timely content to engage consumers and increase conversion rates.

## Conclusion

Ultimately, companies should look into embracing the rise in Gen AI as it is up and coming. Avoiding it would only prolong the transition and cause firms to fall behind. As long firms are willing to educate their employees on how to prompt and fact-check information that come from Gen AI, it should prevent the misuse and unintentional bias and discrimination that seeps into the messages that they try to send their audiences. Instead of being afraid of new technology, we should embrace and view AI as a tool. By being able to extract all the benefits of AI, we would be able to use it to our advantage. The more we make use of AI, the more we familiarize ourselves with it, extinguishing all negative stereotypes and views we have of new technology.  
  
Still lost? Fret not, our team of [marketing experts](https://ambercreative.sg/) are here to advice you on your web development needs. [Send us your questions](https://ambercreative.sg/contact) today and our friendly team will be happy to answer them!  

Should Companies in the Creative Industry Embrace the Rise in Generative AI?

UX designers are always looking for ways to optimize their [*design process*](https://ambercreative.sg/blog/a-guide-to-ux-design-process) and boost productivity in the long run. Keeping up with the constantly evolving world of design can be overwhelming at times for both rookie designers and seasoned professionals. To help with this, we have compiled a list of some of the most innovative design hacks to help designers streamline their work and boost productivity, so they can deliver outstanding results every time.

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Whether you’re a new UX designer or a seasoned professional looking to keep your design skills sharp, this blog has got you covered. So, buckle up and read on!

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### **DESIGN FOR HUMANS**

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Before we begin, we want to remind UX designers first of how important it is to be “[designing for humans](https://www.toptal.com/designers/ux/human-centered-design)”. We’ll wager a guess and say that you’ve stumbled upon this crucial bit in your own foray into UX Design. Lead UX and Product Designer Miklos Philips puts it best when he said this:

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“Involve your customers and collaborate with them from the start. Otherwise, you are working without understanding the whole picture.”

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This type of “participatory design” process puts humans or end users at the center of the digital design process. It’s a “customer first” approach that entails taking the time to understand people’s needs, concerns, desires, and goals. This is especially crucial in a time of heightened personalisation and [authenticity](https://ambercreative.sg/blog/a-guide-to-brand-authenticity), where people demand more from brands and expect them to know their goals inside and out.

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### **DESIGN HACKS**

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There are many design hacks that can help UX designers streamline their workflow and shorten design time, improve their overall efficiency. Here are some hacks that our creative team has sworn by:

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#### **Optimise your workspace**

Creatives are often pegged to thrive in a state of “organized mess”. Take a look at your laptop screen and the numerous folders that make sense only to you, and you’d know what we mean! And while this system does work for a lot of people, upping your workspace to accommodate more order into your process can also do a lot to keep you more productive and efficient. Change is sometimes needed and welcome. But fret not—the change doesn’t have to be massive. You can begin by organising your workstation, investing in a good chair, or moving closer to a natural source of light like the window. However, remember that making sure that you have opportunities to move around your space should be your number one priority. Optimising your workspace can also mean investing in software or tools that make designing more comfortable and convenient for you.

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#### **Master design tools and shortcuts**

Designers old and new can attest to how important mastering design tools and shortcuts can be to their overall process. After all, these tools are your friends and not your foes! However, only once you’ve mastered them can you truly maximise their potential. Start by learning the ins and outs of the top design softwares that you’re using like Adobe, Figma, and Sketch. The good thing about these tools is that you’re always going to find tips and tricks online that help you use them better. Remember, shortcuts are your best friend; the time and energy it saves you is time you can use to improve your designs. Aside from the top software, plugins and extensions are also useful. The trick here is really in investing in your design resources.

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#### **Take inspiration everywhere**

Design is a tricky thing to navigate. After all, aside from the more technical part, designers are expected to tap into that creative part of their brain as well to come up with their outputs. As we all know, this isn’t as easy as others would think. Creativity can be elusive and sometimes even paralysing. So what do we do when overwhelmed with these design roadblocks? Our top tip? Look outward. One surefire way of overcoming and navigating design roadblocks is by taking inspiration outside of the self. There’s always inspiration to be had outside of yourself, which in turn, elevates your own processes. Design inspiration comes in many shapes and sizes. Here are where some designers take inspiration from when the well of creativity runs dry: walking, people-watching, traveling, chatting with friends and family, and scrolling through websites like Pinterest, Dribbble, and Behance. Not only does this help overcome creative blocks, it also helps inform you about the latest design trends.

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#### **Collaborate**

Another way to increase designer productivity is collaboration! The good thing about being a designer—or creative in general—is that you’re never short of creative communities you can tap into for collaboration. If you’re up for it, you can even build your own community and begin talking to like-minded people to see what’s trending. The trick here is to keep your eyes peeled for what’s new within your circle and industry, so you’d have more chances of using these inspirations for your own work. One thing we’d like to add to this part is user feedback. Think of user feedback as a way of collaborating with your end users; what they have to say ultimately helps UX designers refine their designs and offer more effective solutions. It’s a way of developing more user centred products that meet the requirements and goals of your users.

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#### **Have fun!**

Despite the nerve wrecking persistence of looming deadlines, the seemingly never ending revisions, and endless nights of preparing presentation decks, design is and can still be enjoyable! Perhaps you’re here to engage in work that allows you to be more creative, but learned UX designers know that the work is oftentimes mechanical, formulaic, and rigorous. Still, there is joy to be had in being engaged in an industry that lets you create solutions for people.

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These are some of the things that designers can use to hack into their workflows and processes to ultimately improve their design skills. By implementing these hacks, you can complete more projects quickly, optimise your deliverables and cater to the needs of your stakeholders more effectively!

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Are you struggling to navigate the complex world of design? Let [Amber Creative](https://ambercreative.sg/) be your guide! [Reach out to us](https://ambercreative.sg/contact) with your enquiries and we’ll get back to you promptly.

Designer Hacks to Optimise Your UX Design Process

*In our last article, we talked about *[*how useful chatbots are to online marketing*](https://ambercreative.sg/blog/the-rise-of-chatbots-in-social-media-marketing)*. Now, we’re panning the focus to the technology’s latest iteration, ChatGPT, the prototype AI chatbot that has gained a lot of traction recently. *

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*Rolled out late last year, ChatGPT is the newest development to the conversational model developed by AI giant OpenAI based on the GPT-3.5 model. What it is is basically a more refined version of the question-answering AI model that is designed to provide detailed answers to complex prompt questions.* 

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*Here’s a little breakdown of key background information about this model:*

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▪ *Developed by OpenAI, a San Francisco-based AI company, headed by CEO Sam Altman*

▪ *Invested in by Microsoft for a whopping $1B*

▪ *Made public on 30 November 2023*

▪ *Generates answers from a variety of online sources like Wikipedia, scientific journals, news articles, etc.*

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*It is also worth noting that as of February 2023, it has been called the *[*“fastest growing ‘app’ of all time”,*](https://www.zdnet.com/article/chatgpt-just-became-the-fastest-growing-app-of-all-time)* even surpassing the rise of TikTok, and for good reason. Although ChatGPT itself disagrees with being labeled as an ‘app’ and insists on being identified only as a machine learning model. *

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*What sets it apart from previous models, aside from its technology, is its more “human like responses“ to enquiries. Experts have dubbed it a “disruption” to the way humans interact with computers, especially in the retrieval of information online. It is possibly the easiest machine learning model to use and also the most accessible learning model available in the market today, mainly because it uses text databases from the internet that amounts to at least 570GB of combined data.*

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*The possibilities with that amount of data are truly massive. So, what can you expect from ‘conversing’ with ChatGPT and what does this sleek technology eventually mean for users?*

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*Firstly, you must create an OpenAI account to access ChatGPT. Since it’s in its early research review phase, users can still use it for free and ask as many questions as they’d like. Signing up is very easy, so go on ahead and try it out for yourself *[*here*](https://openai.com/blog/chatgpt)*. Aside from giving detailed responses (and even admitting to its own mistake!), it’s possible to keep track of the ‘conversations’ you had with it since ChatGPT actually keeps a record of these on your homepage’s left panel.*

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*Like all technologies, however, it does have a few limitations, including producing incorrect answers at times and reusing the same phrases when prompted with the same question.* 

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*While imperfect (but what technology isn't, right?), the possibilities to be had with ChatGPT or prompt language models, in general, are truly exciting to explore, whether it’s for leisure or for work. Give it a go yourself!*

What You Need To Know About ChatGPT

If you’re into futuristic shows and books, then I’m guessing that you’re no stranger to the cool imaginings of writers from the past and how their visions primed us to expect flying cars by now. Still, the “imagined” future’s not as distant, with more and more manifestations of yesteryears’ visions being invented nowadays. One such manifestation? Chatbots.

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Chatbots have gone a long way since their early days. Yes, we still have scripted messages and many capabilities are still getting developed, but they are no longer limited. Advancements in Artificial Intelligence (AI) are opening more opportunities for this technology, leaving us with more intelligent, more conversational, and at times, even funny chatbots.

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And this is why many marketers are using its benefits to promote their products and brands online.

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In this blog, we’ll take a closer look at chatbots and how they’re changing the way we market products online. We’ll give you the lowdown on chatbot technology, its benefits to marketing, especially online, and show you some cool examples of chatbots in action.

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Let’s get right into it!

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### What are chatbots?

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We’ll bet that you’ve, once or twice, been greeted by chat pop ups on a website or in Messenger when you visit a business or product. That, my friend, is a chatbot. 

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Hootsuite aptly called chatbots the [“robot sidekicks”](https://blog.hootsuite.com/benefits-of-chatbots), and just like dependable sidekicks, chatbots are capable of doing wonders for a brand. The same Hootsuite report made passing mention of a prediction from Gartner, which said that the chatbot market worldwide is expected to hit $1.25 in 2025 and that immediately following that, chatbots will be the “primary customer service aid” of at least 25% of the organizations worldwide.

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**Simply put, chatbots are created primarily for customer service and support.** Businesses rely on chatbots to handle a slew of activities, mostly related to customer management, including:

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- managing customer inquiries
- helping customers track and trace orders
- providing product or service information

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And so much more!

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It’s also worth mentioning that yes, for this article, we chatted with one of the most popular chatbots of today—[ChatGPT](https://openai.com/blog/chatgpt)—and asked what it has to say about the technology.

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Here’s a little sneak peek into our recent “conversation”.

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![](https://a.storyblok.com/f/70506/630x594/f824a53e08/chatgpt-convo.png)

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And that’s only scratching the surface of what chatbots are capable of!

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ChatGPT is a chatbot, developed by OpenAI and launched just last November. It falls into a specific type of machine learning model designed to hold conversations with its users and generate texts that feel “most natural” and conversational, having been trained to emulate and replicate the human language model.

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### How are chatbots useful to online marketing?

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Remember our last article where we taught you [how to automate your business for more growth](https://ambercreative.sg/blog/how-to-automate-your-business-for-more-growth-this-2023)? Well, we made a passing mention of chatbots in that article too, filing it under automation that you can do for “customer service”.

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Because the chatbot program is built to engage with customers, the first step in integrating chatbots into your social media marketing strategy is first, determining exactly what information you want it to answer. So, ask yourself: *“What do my customers want to know?”* or, *“What questions do I need to answer for my customers?”*

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Here’s where [market research data]( https://ambercreative.sg/blog/what-to-do-with-your-market-research-data) will be useful. When you know exactly what concerns your customers—when you have data on your market’s behavior, especially their usual questions—the easier it is to create pre-formatted messages with the answers. These messages are revealed when prompted and can easily be clicked on to satisfy their enquiries. Doing this already minimises the need for human interaction, helping provide your customers with the information they need anytime, anywhere, especially when no one from your team is available to answer them.

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Now, you might also be wondering: *why the focus on messaging?* That’s because there’s heightened interest in messaging lately. There is a need for speed, so instant answers are always welcome (if not demanded). If you need any proof of messaging’s importance in the chatbot industry, then just take a look at the sample chatbots below.

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### Chatbots in action

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Let's now see how chatbots are being used by some popular brands across industries:

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![](https://a.storyblok.com/f/70506/564x817/d9f0f176b1/dominos-au-chatbot.png)*Domino's Australia's Messenger Chatbot*

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![](https://a.storyblok.com/f/70506/1413x754/6e0d876d3a/singtel-askmax.png)*Singtel Satellite's Website Chatbot "Ask Max"*

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![](https://a.storyblok.com/f/70506/431x591/1d1391fd37/sg-covid-bot.png)*Singapore GOV's website's COVID 19 Chatbot*

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![](https://a.storyblok.com/f/70506/1128x604/88a888950c/rw-chatbot.png)*Resorts World Singapore's website Chatbot*

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## Chatbots are a crucial tool in modern marketing because it satisfies people’s questions in real time.

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But before adopting chatbots into your own strategy, it’s imperative (and wise) that you ask yourself a few questions first, like:

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- What can these bots help me with?
- What should I be using them for?
- Do I have the platform that allows this integration to happen?

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Chatbots are capable of so much more, and we’re really excited to see just how far the technology goes from here on out. 

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Need a team of [marketing experts](https://ambercreative.sg/services#digital) to help you decide if chatbots are for you? Or perhaps, just an expert team who can take care of your [web development needs](https://ambercreative.sg/services#webapp) (and more)? We’re here to help. [Send us your questions](https://ambercreative.sg/contact) today and our friendly team will be happy to answer them!

The Rise of Chatbots in Social Media Marketing

Good news to those who waited for Instagram to “go back to its roots”—the platform is set to, once again, [focus on photos in 2023](https://rockcontent.com/blog/instagram-photos-2023).

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In his own Instagram Live early this year, Instagram CEO Adam Mosseri elaborated on the plans they have for the platform, including prioritizing still images, a 360-degree shift from last year when they announced that “IG is no longer a photo-sharing app” and that they wanted to highlight other formats (mainly videos).

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The social media platform has undergone several changes after being acquired by Facebook in 2012. After witnessing the impressive growth of TikTok and Youtube, IG cemented its own foray into the video format, much to the dismay of many users, with the introduction of *Stories* and *IGTV*—which have, since then, became very critical to the recent growth of the platform.

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But after years of updates, it is understandable that not everyone was sold on the decision to recommit to images. Even Social Media Today has called this an [“identity crisis”](https://www.socialmediatoday.com/news/Instagram-Chief-Says-Photos-Will-Get-More-Focus-in-2023/640988), egging more experts to weigh in on the platform’s seemingly lack of direction.

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“I think we were overfocused on video in 2022 and pushed ranking too far, and basically showed too many videos and not enough photos. We’ve since balanced, so things like how often someone likes photos versus videos, and how often someone comments on photos versus videos, are roughly equal, which is a good sign that things are balanced.”

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It’s still too early to see how all of these will play out, but one thing’s for sure—this does not mean a waning of the video format and other content types within Instagram. Recommitment on the part of Instagram execs is one thing, but much of this will still be determined by how the users themselves interact with and dictate the content within the platform.

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This development will entail more adjustments for brands and their content strategists. But it’s nothing careful planning and execution can’t overcome. Overall, what Instagram seeks to do is to realign its users’ experiences so as to serve them better in a way that best fits their demands.

Instagram to Bring Focus Back to Photos in 2023

Many marketing forecasts identify automation as one of the best things businesses can do right now and for various reasons. And if you think about it, it just makes sense—we move in a highly digitized world where information comes at a breakneck speed and where doing tasks in the shortest possible time ever is not only rewarded but also revered. 

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Organisations cite automation as their “[most up-to-date approach for innovation](https://smartbridge.com/2023-automation-trends-unlock-the-future-of-intelligent-automation)”, according to Smartbridge.

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Although this heavy reliance on technology concerns many people (there is a growing assumption that automation will eventually replace human labourers), automation actually seeks not to boot humans out of work but make their actual work even more productive. It plays a crucial role in the improvement of work in general, as automation generally frees people from doing mindless, repetitive, and low value work; and the available time can now be reserved for more in-depth, creative thinking that drives scalability and benefits the brand or company in the long run.

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Here’s how to automate your business to drive more business growth in 2023:

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### 1\. Understand how automation can help YOUR business.

### 

![](https://a.storyblok.com/f/70506/3818x2545/8a22275278/pexels-canva-studio-3153201.jpeg)

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We’d say that the first step to every technological integration attempt would be this: a complete understanding of the systems you’re eyeing for your business. And automation is no exception. The goal here is to use automation to help simplify some of your business areas—not make it complicated. And what better way to make sure you’re down the right path than by making sure that you and your team understand what automation is, why it is needed by your company, and its benefits. Although automation can be beneficial to many areas of a business, it is also possible that not all aspects of your business need to be automated. And that's fine, too. 

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To give you a quick rundown, here are some known and compelling benefits of automation:

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- higher productivity
- minimises human errors
- reduced operating cost
- streamlines team processes for better operational efficiency
- increased profitability in the long run
- better employee morale

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A better understanding of automation—and how this impacts the aspects of your business—gives you greater control over this technology. Remember to make it work for you and not the other way around.

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### 2\. Determine which tasks to automate. 

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![](https://a.storyblok.com/f/70506/6000x4000/d27889fde0/pexels-tima-miroshnichenko-5685765.jpeg)

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The next step is to determine exactly what to automate. The rule of thumb is to focus on what aspects bring the most value to your business and see if there’s a way to simplify this process even further. Then, pinpoint the repetitive tasks; there’s a chance for these repetitive tasks to be simplified even further with the help of the right automation tools. Next, determine where the majority of the data is being handled; here, automation can be helpful in minimising the occurrence of human errors in order to make sure that the outputs are as reliable as possible. Automation can gather all structured and unstructured data to help sort everything, especially for broader sets of data that humans cannot handle by themselves. 

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Below, you can find some tasks—divided per functional areas—that you can begin to automate:

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**Lead and Sales.** *Assigning prospects to team members, marking Sales journeys, following up with Leads, providing free content and capturing Lead data once visitor’s sign up, etc.*

**Customer Service.** *Chatbots, “Contact Us” buttons, creating appointments, sending promotional emails, etc.*

**Office Management.** *Sending and receiving documents within the organisation, instant messaging apps, monitoring and controlling data exchanges in the company, storing documents and marketing materials, etc.*

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### 3\. Choose automation tools. 

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![](https://a.storyblok.com/f/70506/6016x4016/6183d2c55e/pexels-buro-millennial-1438072.jpeg)

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Now that you know which tasks to automate, you can now decide on the tools that you’d need to make it happen. With a myriad of automation tools in the market today, each one promising to be the very “best” within their niches, things could get a little confusing. But like always, it will depend on the needs of the company and your team. Here are some questions to ask yourself so you could choose the right automation tools:

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- *Which teams need the automation technology? Does it require training?*
- *What is your budget for the automation integration?*
- *When will the maintenance schedules be (and carried out by whom)?*
- *Is there integrated support or training from developers?*
- *Are the tools compatible with your existing SOPs (Standard Operating Procedures)? And if not, what can you do to ensure that it aligns?*

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Additionally, try to look for tools that offer free or trial versions. Most of these tools have limited features but will give you a good gauge of how it looks and whether your team can eventually learn to use it. 

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### 4\. Track automation results. 

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![](https://a.storyblok.com/f/70506/6000x4000/f4c1b43014/pexels-fauxels-3184302.jpeg)

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Lastly, make sure you have "targets" to ensure that you’re hitting goals with your automation initiatives. It’s good that most automation software nowadays is also developed with its own analytics capabilities, making pinpointing areas for improvement, as well as growth, easier for users. If you don’t track results from your automation endeavours, it'll be hard to know how effective it is for you. 

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## Automation allows you to take control of how you do business. 

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It gives your teams room to focus on the more important aspects of their work, based on the underlying idea that with more free time, teams can focus on wider business or brand strategies that can ultimately (and positively) impact the business in the long run.

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Knowing what to automate for your business can be confusing. Our [marketing team](https://ambercreative.sg/services#digital) at Amber Creative can help. [Send us a message](https://ambercreative.sg/contact) today to know how!

How to Automate Your Business for More Growth This 2023

We’ll wager that you’ve seen all those cute avatars and their respective QR codes floating around your friends’ *Stories* and *Feeds* lately—maybe even caved and created your own as well! This is exactly my introduction to [Bondee](https://bondee.net/), a virtual world that’s taking the internet by storm, created by Singapore-based company Metadream earlier this month. 

But what exactly is Bondee and why are people, for a lack of a better term, so obsessed with it?

![](https://a.storyblok.com/f/70506/752x463/b7e3f6733e/bondee-1.png)(Bondee website)

Many are calling it a cross between *Sims* and *Animal Crossing*. For others, it’s reminiscent of *Roblox*, but instead of the sharp edged pixelated avatars, you now have avatars with more prominent features, ones that you can even customise to your liking.

Bondee is also living true to its official tagline—“live with your friends”—and it’s this social aspect that’s also proving to be a winning feature for many people. It is, after all, categorized as a social media platform and has even [topped Apple App Store’s top social networking apps’ rankings](https://www.techinasia.com/bondee-blockchaindriven-social-app-sea-storm) last week in four countries. The virtual spaces allow users to “bond” with their friends regardless of geographical location (you can add up to 50 friends in your virtual world!). Aside from dressing up their avatars, users can also decorate their rooms, visit their friends’ virtual spaces, chat with their friends and leave notes on their rooms. One of the most exciting features? We’d say “floating”, where you can literally set sail on a boat to find new friends or meet other random users at “sea” who are out doing the same thing. And while you’re at it, you can maybe find messages in bottles or chance upon freebies left by others.

![](https://a.storyblok.com/f/70506/1680x1680/e9a52d1c86/bondee-3.png)(Bondee website)

A user’s Bondee space is customisable, and these blocks of personal spaces can be customised to your liking. Even brands have jumped onto the bandwagon, designing their own Bondee spaces to reflect bite-sized replicas of their offices! Since the avatars also act as a 3D extension of yourself, much like other social media platforms, you can also share snippets of your life with your friends within that virtual world, share statuses and upload pictures of what you’re currently up to (think IG Stories).

![](https://a.storyblok.com/f/70506/436x453/a87e4ea61f/bondee-2.png)(Bondee website)

Bondee offers in-app payments using their currency “B-Beans” and is transparent in their intention to integrate NFTs in the future. The app is available in select SEA countries like Singapore, Malaysia, Philippines, Japan, Thailand and South Korea, but with its popularity, it might not be long before it’s introduced to Western audiences. 

See What’s Happening: What’s Bondee & Why Are People So Obsessed with It?

An early Christmas gift for our team here at Amber Creative!

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![](https://a.storyblok.com/f/70506/327x100/daceed5e92/a5386497-3594-41ac-b03a-4128b83d1f82.jpg)

In a bid to highlight some of the exceptional websites built with their CMS, premier content management system Kentico recognises partner companies every month, and Amber Creative is honoured to receive a spot in its November selection for its work on the Institute of Adult Learning’s (IAL) website!

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![](https://a.storyblok.com/f/70506/800x361/1d8a6b0f34/18c787d5-c31a-43bb-bac7-0abb51969348.jpg)

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Early this year, our team of designers and developers took on the website development project for IAL. The autonomous institute wanted a dynamic and functional website to showcase the extensive repository of materials and services that they offer to their diverse audiences. The challenge then was to find a way to present everything without overwhelming the audience or sacrificing valuable content.

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For this project, the Amber Creative team, using Kentico’s dynamic capabilities and customisations, built a sleek website that highlighted the institute’s professionalism. The strategic use of clean, easy on the eye design as well as straightforward navigation features ensured a seamless digital experience that matched IAL’s identity. Kentico’s unique, foolproof Page Builder organized important touch points and lent immense convenience to the creation of the website structure, making it responsive and improving the user experience overall.

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Read about the selection and see the other November picks [here](https://www.kentico.com/discover/blog/november-2022-site-of-the-month).

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Again, congratulations to our amazing team here at Amber Creative. Here’s to more success in the future!

Amber Creative Bags ‘Site of the Month’ Award from Kentico for IAL’s Website

Christmas is the perfect opportunity to get creative with your brand’s online campaigns, after all, it’s the season not just of “giving”, but also “spending”; it is the time when your audience has more purchasing power *and* is willing to spend it. 

For marketers, it’s also when they ramp up their offline and online campaigns. But before you deck your brand with festive campaigns, there are some things you have to remember first: one, it’s important to take note of your market’s shopping preferences to build a clear picture of the [buyer persona](https://ambercreative.sg/blog/use-buyer-personas-to-increase-marketing-effectiveness). In Singapore, for instance, we’re looking at three [main factors affecting gift spending](https://retailasia.com/stores/more-news/christmas-shopping-habits-revealed) among locals: 1. value for money, 2. variety, and 3. convenience. The first one is basically saying that while Singaporeans love spending money on the holidays, they’re more likely to be [interested in bargains and sales](https://www.thedrum.com/news/2019/11/08/holiday-shopping-habits-singaporeans-go-deals-while-australians-love-festive). 

It is important to note, however, that while the pandemic has altered some of these holiday shopping behaviours (with many deciding to reduce their gift spending post-COVID), Singaporeans are still looking at value for their money. This makes offering deals even more alluring and important to them.

So, here are three digital marketing ideas to boost sales that you can adapt for the holidays and the market:

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### **GET CREATIVE WITH A DIGITAL SOLUTION.**

Most brands with money to spend on the holidays sometimes go out of their way to partner with web developers and come up with digital solutions. By digital solutions, we mean specific [landing pages](https://ambercreative.sg/blog/6-questions-to-ask-before-you-create-a-landing-page) to microsites built specifically for a time-bound purpose.

Take St. Tropez, for one: they did this gorgeously when they rolled out their [digital advent calendar](https://smack.agency/work/beauty/st-tropez-advent-calendar). Their goal sounds simple (to increase customer acquisition, first and foremost), but for a tanning brand, it could get quite tricky to remain relevant during Christmas (which coincides with winter in most countries they serve). The digital solution they came up with was a 12-day digital advent calendar that circled around a reward system. The result? A whopping 31K site clicks surpassed their target of 10,000 site visits over the 12-day period. 

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![](https://a.storyblok.com/f/70506/889x602/ce9199f346/screenshot-2022-12-01-at-12-08-56-am.png)*Screenshot from SMACK Agency*

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Don’t know where to start? Here are other digital solutions you can explore:

- Gamification
- Gift-finder tools
- Automated gift generators

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### **SHOOT CHRISTMAS ADVERTS.**

[After Digital](https://www.afterdigital.co.uk/insights-and-updates/excitable-who-the-importance-of-christmas-campaigns) also reports that while the younger generation is admittedly more dubious of advertising, Christmas adverts are still relevant, citing the fact that consumers are more likely to spend on or purchase an item if it’s attached to a memorable experience (that are usually stirred by heartfelt advertisements). This complements the report from The Drum, when it pegged Christmas advertisement responsiveness of the Chinese market to be at 44%. Now think of this same logic and then apply it to social media—especially to bite-sized, quick campaigns that you can do for your brand. It’s cost-effective and able to target your audience where they are—on their mobile or smart devices, which is a preferred method of the transaction during the holiday season.

The report from The Drum also mentioned that Asian (especially Chinese) shoppers are more responsive to holiday advertisements, which makes this tactic effective if you’re targeting this group. And the amazing thing about Christmas adverts in social media is that it doesn’t always have to be grandiose; they could be simple, as long as it’s thoughtful, stays in theme, and are well thought-out for the season. Here are some examples you can explore:

[object Object]0. If you’re an artisan shop selling leather products, you can film simple gift-wrapping videos while promoting your merchandise.
[object Object]1. If you’re in the spa industry, film a short video of a child gifting their parents a ‘spa day’ at your establishment to highlight the core services that you offer.
[object Object]2. If you’re in the food industry, film a video of patrons eating at your restaurant and ask what choices, from your menu, are they interested to add on their Christmas spread.

Creativity is the key; in creating simple advertisements, just remember to think about what *you* as a consumer wish to see and then go from there.

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### **ENGAGE YOUR CUSTOMERS.**

There are so many ways to engage people online, and incentivising them is one way of doing it. For this, we have two options: running a contest and rewarding your customers. Not only are these appealing to your market, but it also allows you to achieve goals such as widening your brand’s reach and online presence as well as capturing information that can help with lead generation.

***Run a contest*.** Contests, like [Facebook contests](https://ambercreative.sg/blog/customer-generating-facebook-contests), are great in that they allow brands to target many goals, including raising awareness around the brand and increasing engagement (especially on social media). People love free stuff, and they especially love vying for the chance to win a prize in exchange for a simple task on their part. This is also helpful in fostering relationships with your existing audience and in building rapport with your acquired followers.

***Reward your followers.**** *Your customers, especially the most engaged bunch of them, are your brand’s greatest ambassadors. And what better way to show your gratitude to them than by gifting them exclusive offers in time for the holidays? This could be anything from digital coupons they can use when they purchase online (or in brick-and-mortar stores) to exclusive gifts thrown in together with their latest purchases.

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Of course, there is no one-size-fits-all approach to this. Good thing, we have a team that can help with this! Give our friendly team a call or [drop us a message](https://ambercreative.sg/contact) today to begin!

Christmas-Related Digital Marketing Ideas To Boost Sales

It’s the holiday season! And you know what that means for many people—it’s time to shop! This is *the* best time to amplify your holiday-related initiatives and campaigns to attract more customers who have more purchasing power. What’s crucial to making this happen, however, is getting them into the holiday spirit *and* making sure that your brand is doing *your* part to get them there.

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*(Confused about UI and UX? Here’s a rundown of their *[*similarities and differences*](https://ambercreative.sg/blog/ui-vs-ux-design-similarities-and-differences)*.)*

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Good thing, this is something you can do through your website—specifically, by ramping it up for the holidays. It’s about making sure that you’re ready to accommodate the influx of customers looking to buy and getting your piece of the pie.

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And with this, we at Amber Creative came up with 5 UX design tips that eCommerce stores can do in time for the holiday season!

1. Highlight your holiday-related offers on the homepage.
2. Do up holiday content. 
3. Make gift guides and catalogues for easy access.
4. Hook them with free shipping and multiple payment options.
5. Curate product pairing and gift bundles.

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### **Highlight your holiday-related offers on the homepage.**

Just as people are decorating their homes in time for the holidays, you can also do the same for your website or mobile app. You can begin by making sure that the homepage design reflects the “holiday cheer”. This means, in part, making design adjustments by putting related themes to the forefront of your visitor’s experience. Imagine the sections of your homepage and think about how best to amplify the holiday messaging with it. This could be many things, including:

- An interactive hero banner with your most enticing seasonal products or service deals and discounts;
- Themed landing pages for seasonal campaigns, complete with CTAs and share buttons;
- A simple font change to something that’s more festive;
- Some animation for an added, pleasant effect;
- Website copies that embrace a more cheery tone; and
- Small layout adjustments and maybe additional colours that make your products pop.

Just remember that the key here is about setting the right atmosphere and tone right at the very beginning to encourage visitors to browse more of your web pages and then possibly, shop.

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![](https://a.storyblok.com/f/70506/1206x546/7074e36ebb/charles-keith.png)

### **Do up holiday content.**

Holiday-related content is in demand during this season and helps make you appear more relevant and fresh. This cues visitors that you’re in on the season’s latest trends *and* can offer what they may possibly need to lessen the stress that comes with all the holiday shopping. Not only can you use content to remain relevant, but it is also a great way of showcasing products you want readers to focus on during this season. It’s free promotion for your inventory and services, if you know how best to highlight them. And of course, it’s a chance to update your [SEO keyword list](https://ambercreative.sg/blog/4-tips-for-expanding-your-keyword-list). SEO is crucial during this time and does more than just boost your SERP ranking; relevant holiday keywords can direct your visitors to holiday items they needed to see from you, so make sure you’re using the right ones.

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![](https://a.storyblok.com/f/70506/975x731/0234aa8517/starbucks.png)

*(Click *[*here*](https://ambercreative.sg/blog/the-value-of-blogging-for-brands)* to read how valuable blogging is for brands)*

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### **Make gift guides and catalogues for easy access.**

Everybody loves gift guides! (Trust us on this one). Think of gift guides as literal gifts for users who wish to experience the least amount of hassle when they’re online shopping. You doing it for them instead of *them* having to go over everything on your product list makes the process simple. And simple *works* and gets them closer to completing the sale. Themed gift guides are always welcome and allow you to highlight products targeted at different customer groups. Just take a look at Nike’s organized and segmented gift page:

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![](https://a.storyblok.com/f/70506/817x757/3033003c38/nike.png)

### **Hook them with free shipping and multiple payment options.**

Free shipping options or shipping discounts are yet another way of enticing visitors to order, especially if they’re thinking of ordering in bulk. Shipping charges can get so expensive so fast and offering free shipping or at least discounts with bulk orders will be much appreciated. People are also susceptible to last minute shopping, so make sure you have that covered with same-day or next-day shipping options if you can. Aside from shipping options, you can also look at adding multiple payment options to your eCommerce storefront (if you haven’t already). Keep in mind, however, that while it’s lucrative, you have to make sure that you’re actually able to ship in time or at least inform customers of possible delays so that they can manage their expectations.

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### **Curate product pairings and gift bundles.**

In the same vein as gift guides, showcasing the best product pairings or gift bundles is great if you want to make the shopping experience easy for customers. It’s also a good way of pushing, albeit subtly, the related or complementary products that go well with their first choices. 

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![](https://a.storyblok.com/f/70506/1101x651/879092066f/sephora.png)

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Changing for the holidays doesn’t have to be big or profound enough that it’d be difficult to revert to your default “look” after the season. It can always be small, simple changes. The trick is to not overdo it; to make calculated changes that you can seamlessly integrate with your brand.

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When designing with UX in mind, it’s good to remember that it always comes down to how usable and easy to navigate your website or mobile app is. User experience *is* key, and that is a staple, no matter the season.

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While simple, it could get a bit confusing to keep all these in mind. Good thing there are tons of [digital marketing](https://ambercreative.sg/services/digital-marketing) and [design companies](https://ambercreative.sg/services#uiux) that can help with these. You still have time. [Ask us today to begin](https://ambercreative.sg/contact)!

Make Your Website Holiday-Ready With These 5 UX Design Tips

It has been roughly two months since design software giant Adobe buys Figma for a whopping $20B. With valid arguments made by those ‘for’ as well as ‘against’ the acquisition, many are left wondering about the creative community’s general consensus about this merger (spoiler alert: so far, there just isn’t any). This ultimately begs the question: *“How will this acquisition ultimately affect designers using (and loving) the interface design platform?”*

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In his address, CEO and co-founder Dylan Field repeated that Figma was borne out of his and co-founder Evan Wallace’s desire to *“make design accessible to all—designers of all ages, geographies, and levels of experience.”* He used this as a jump-off point to tie in the announcement about Figma’s merger with Adobe, which according to him, will greatly contribute to Figma’s overall growth.

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Field emphasized Adobe’s technology, expertise, as well as the design giant’s repository of resources as primary motivating factors that led to this partnership.

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While it may be too early to say what this acquisition means for actual users of the platform, Field clues us in on what might be happening operationally, emphasising that the partnership will benefit not only the Figma platform but also the users.

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Both Field and the Adobe newsletter mentioned that Figma will still be operating “autonomously”; this means that the entire Figma team will continue reporting to Field who will remain as Figma’s CEO. Field, however, will report to Adobe President David Wadhwani.

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Field did admit that they’re still trying to figure out how to overcome “tricky” design decisions that came with this acquisition, especially since Figma has Figma Design and FigJam to think about. One specific issue they want to overcome is tool integration, and they’re torn about creating a new tool versus using one already in existence. He, however, mentioned that both companies have a few “fun ideas” to address this.

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On the user end, the biggest question is related to the pricing. Adobe is known for its suite of tools and resources—and the fact that it lies on the more expensive end of creative solutions found online. Many users have already aired out their concerns about this but Field, however, has mentioned there are no current plans to implement price changes to Figma’s packages (at least, not for now).

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### **To recap, here’s a rundown of some things we know about the merger:**

- Adobe bought Figma for $20B (in cash and stock) in September 2022
- Figma will operate autonomously with Field as its CEO
- Field will report to Adobe President David Wadhwani
- No price changes to Figma’s current pricing

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*(Read Field’s address about the acquisition *[*here*](https://www.figma.com/blog/a-new-collaboration-with-adobe) and the Adobe announcement newsletter [*here*](https://news.adobe.com/news/news-details/2022/Adobe-to-Acquire-Figma/default.aspx))

See What’s Happening: Adobe Just Bought Figma for $20B

Brands often rebrand for a number of reasons, and when you don’t do it for the right ones, you end up with rebranding efforts that are all over the place. And nobody benefits from that.

Brands “rebrand” to keep the brand relevant, reach new and untapped market, or when doing a product launch. On rare occasions, some even use it for a fresh start after they’ve experienced a crisis.

Reintroducing your brand to your audience is easier nowadays, thanks to the power of social media platforms. Wherever you are in your rebranding journey, here are some tips to help you roll out a successful rebranding strategy on social media.

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## **6 Tips for Rebranding Successfully on Social Media**

![Img](https://a.storyblok.com/f/70506/1000x578/2b56c118b4/shutterstock_1931851139.jpg)

### **Assess your existing social media strategy.**

When doing a rebrand, the first thing you must do is take a holistic look at your existing social media strategy—find what works and what doesn’t. If you’ve been toying with the idea of a rebrand for a while now, then we’d assume you already have a few ideas about this. Unlike building a brand from scratch, when you do a rebrand, you already have a system in place. In a way, you already know your brand, how you want it to grow, what it’s trying to achieve as well as what you’d want to carry over to the new phase.

Whatever reason you may have for this undertaking, the first thing you have to do is assess what isn’t working for your brand right now. Only when you find the gaps can you come up with better ways of addressing these moving forward, so you can be sure not to fall into the same mistakes in the future. Once everything is laid out in the open can you begin to build the rationale behind your rebranding, especially the answer to *why* you’re even compelled to do it in the first place.

We are going to argue one important part of this step, and that is doing competitor research. No strategy building is complete without looking at your competitors. It’d do you well to check what they are doing, especially in terms of content formats and (new) platforms and technologies they’re benefitting from. You may be surprised to find that the avenues you’ve yet to tap—platforms they’re already using—are already doing wonders for them and for many in your industry.

Take TikTok, for instance. The rise of TikTok makes it a viable social media platform that helps brands reach more audiences. The exposure and reach of the platform make it so worth it and brands who know how best to leverage this (and leverage it *well*) are already taking advantage of TikTok’s potential.

*(Learn how best to [leverage TikTok for your brand](https://ambercreative.sg/blog/tiktok-marketing-for-brands-statistics-brand-success-stories).)*

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### **Define goals for the rebranding effort.**

Rebranding takes more than changing a few things here and there like your name, the overall brand colors, the tagline, and so on. It’s about repositioning yourself so the old audience can reconnect with you or help you attract new followers. When rebranding, there must be a great balance between your roots and what you want to capture in this new era. You can only do all of these with a clearly defined goal for the rebranding effort.

After assessing your existing brand and how it looks and feels to your audience, the next logical step is to define what goals you want to achieve with the rebrand. This gives a cohesive structure to your efforts. This helps narrow your focus so you don’t end up trying to sprinkle a little bit of everything that you *think* would work into the mix. Like any other goals, rebranding goals must be SMART—Specific, Measurable, Achievable, Realistic, and Timely.

There is also the issue of your past content, which is usually overcome when you already have a clear goal in mind: are you planning on starting from scratch or perhaps, interested in tweaking just a few, surface-level things? When going for the former, brands often scrap all the older content to make way for the new. Remember, you don’t have to delete it all; you can always opt to just edit your old posts accordingly so it still aligns with your new style. Better yet, create a clear boundary between the old and the new to delineate where the old style ends and where the rebrand begins. This way, it’d be easier for your audience to follow the change.

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### **Come up with a team.**

Once the goals are in place, it’s time to come up with your “dream team”—people involved in turning these goals into reality. We have to note, however, that the rebranding effort is something everyone in your brand or company must be aware of. But it does help to engage, more so than the others, a few key people in this journey.

In your team, you must have the project manager, some key persons involved in marketing, the creatives, web developers (if you’re planning to rehash the website), plus—if not most especially—your social media team and content creators.

*(Check out [8 of the most notable UI/UX trends for this year](https://ambercreative.sg/blog/8-of-the-most-notable-ui-ux-trends-for-2022).)*

One of the most crucial parts of any modern rebranding effort involves the social media rollout. For this, you need your social media team there from day one. They can plot what things to do pre-launch, during the rebranding launch, and after (or post-launch). They’re one of your most crucial people in this rebranding effort. When not helping you determine how to translate your brand goals, the social media team is also tasked to do up the content that matches it, which brings us to the next step.

` `

### **Create your new look and content for social media**

Here’s where the heavy lifting for your design and content team comes in. These professionals are trained to translate your brand voice into pieces of content and assets that people can easily understand and relate to your brand. Not only that, but they also make sure to take care of the nitty-gritty details, too, including making sure that everything is coherent and uniform across all channels.

Here’s when you create profile images, pieces of copy with the new brand voice, brand guides and more. This is more than just choosing a shiny new logo, name or tagline. A rebrand would also mean, in most cases, changing the visual style and tone of the brand.

For this step, it’s important that you engage the creatives—graphic designers, content creators and of course, your social media team. It’s their duty to ensure that while new, the best parts of your brand are still captured and recognizable.

Some brands, especially if they don’t have an in-house creative team, employ third party service providers, like a [full suite digital marketing team](https://ambercreative.sg/), to do this for them. The look, the palette and how you “talk” on social media will ultimately differentiate you from the competition; it will magnify your rebranded personality. So, it’s best to have a team who knows what they’re doing to do it for you.

` `

### **Excite your audience.**

The market loves feeling like they’re in on something, and because they do, they also *adore* being let in on changes happening to brands they subscribe to. To make sure they’re in on this journey with you, you can opt to drop hints in advance. Nothing major, really. Come up with a campaign to inform people who follow you so they know something’s coming.

One of the most popular ways to do this is by releasing a short teaser or countdown on your existing social media platforms. This helps build the anticipation around your rebrand and lessens the surprise for your loyal followers.

You can make this experience even more special not only for your team but also for your followers by giving them access to your rebranding efforts. Focus on the rebranding or branding story. Your narrative has to resonate with them. Explain the rationale to them and share with them some bits and pieces of the rebrand. Not only is this going to help build the anticipation, but this will also make transitioning them to your brand’s new version smoother as well.

` `

### **Monitor progress and track analytics.**

An ideal rebrand is never complete without a post relaunch assessment. Brands doing a rebrand have to especially be ready to answer questions for the first few days (or weeks) after the relaunch. People, especially those loyal to the brand, may have questions regarding your new look and it’s best to answer these as soon as you get them.

Pro tip: one thing you can try is putting yourself in your customer's shoes *and then* doing up a content, sort of like a FAQs section, that answers questions they may have about the rebranding. This’ll help target questions they may have without them having to message you directly about it. Plus, the shareability of this content published on social media is easier.

Finally, track your analytics for a few weeks or months after the rebrand. This allows you to learn from your success and avoid failures in the future.

` `

## There are so many ways to go about rebranding a brand, but when you know the basic things to consider, it’s easier to narrow your focus and go about this journey.

You can map out and launch your own strategy or hire an expert team to do it.

Digital marketing, web design and development—whatever you’re not certain of, we’re there to fill in for you. [Message our friendly team](https://ambercreative.sg/contact) today to learn more!

6 Steps for Rolling Out a Successful Rebranding on Social Media

Blog posts offer an opening for brands that allows their prospects to explore their website further. This raises a brand’s chances of getting not only leads but also loyal customers who are likely to return to the website—if they’re provided with the information they’re seeking.

` `

### **What is Blogging?**

Blogging is a type of content marketing strategy used by brands and organisations to achieve certain brand goals, including but not limited to—introducing a brand to its audience, getting more sign-ups, creating a loyal following, and so on. It is (and can be) many things, but the most important role of blogging for brands is its ability to **provide value to its readers.**

By definition, a **blog** is a written piece published by brands and individuals in order to share information on topics within their niche or industry. It can either be used to satisfy personal use or as a means to achieve business objectives. Blogs, however, are not written at random; they have to be written with your buyer persona in mind. This means that every blog you write and publish must be attractive and relevant to your intended readers.

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### **Blogging for Brands**

As of writing, there is a whopping 1.9 billion websites in the world. A sizeable portion of those are blogs written about a variety of topics. Searches for “blogging” and related keywords are also on an upward trend, which means people are still interested in it or at least, keen to discover how it can help boost their marketing strategies, too. Writing articles is good for increasing revenue and the website’s traffic, as well as positioning yourself as an industry leader. All these seem ideal, but the path towards becoming that is anything *but* easy.

Businesses use a slew of content types to achieve their business goals based on measurable metrics they’ve set for the company, blogging is only one of these means. The goals could include increasing brand awareness, making a sale, expanding sales list and leads and so on.

**Remember, the primary role of blogs must be to provide the audience with a solution to their problem or an answer to their most pressing concerns.** Thus, a blog you release must be timely and relevant to the experiences of readers within your niche and industry.

However, there is no one recipe for success; after all, blogs cater to different niches and industries. But some facts do reveal how to achieve success with your own blog and content marketing strategy; like how long form articles with at least 2,000+ words are more [likely to have better results](https://optinmonster.com/blogging-statistics) than short articles or that “how-to” or instructional blogs get a wider readership than other blog forms because detailed, step-by-step articles are very popular among readers.

Need more convincing? Here are other blogging benefits you should know about:

***Helps drive traffic to websites: ***Blogging is an organic way of driving new readers or traffic to your site. Because some webpages on your website can remain dormant for quite some time (you don’t really have to update your services page every week, do you?), you can expect your blog or editorial section to keep your website fresh. Updates to this page can send signals to search browsers that your website is active, helping you show up on SERPs which then raises your chances of getting discovered by searchers through organic search. A [HubSpot study](https://blog.hubspot.com/blog/tabid/6307/bid/5014/Study-Shows-Business-Blogging-Leads-to-55-More-Website-Visitors.aspx#sm.000192hi7x101mdhvw2cuusbsvcxt) discovered that blogging leads to at least 55% more site visitors and 97% more inbound links. This traffic, as well as the visits, are important because they often result in an increase in leads as well as sales, while inbound links are likely to increase your site’s webpages’ chances of getting recognised by the search engines.

***Helps convert traffic to leads:*** Good blog content can encourage people to follow you for more. This way, your readers don’t just end up as mere eyeballs but also potential leads who can help you accomplish certain brand goals. Just make sure to pepper your blog with the appropriate CTAs whenever needed so they’re guided and encouraged to perform accordingly.

***Blogs can be repurposed as content for social media:*** Another good thing about blogs is that you can repurpose and convert them to other media forms, the most popular of which is social media. You can turn your data and the things you’ve written into social cards, produce a video out of it, expand it to create an eBook, or send it to other websites as a guest post to reach more audiences. There are so many ways you could transform and exhaust your blog post.

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### **Five Blogging Tips for Brands**

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#### **SET BLOG GOALS**

![Img](https://a.storyblok.com/f/70506/1132x750/d51b6d33b1/set-blog-goals.jpg)

Having a clear vision of your desired outcome helps in creating metrics and measuring said metrics once you’ve published your blog. For example, you want to get more people to sign up for your newsletter. This, you can measure by adding a CTA to the blog post that redirects them to a sign up page and then observing the conversion rate. Aside from *your* goals however, you have to be wary of what people in your industry—especially your target readers—are interested in. Remember, a blog is a marriage between your audience’s needs and your own ability to provide them with value and while doing so, connect it with your goals. It has to be relevant and useful, but also be an extension that allows you to introduce solutions that your brand can cater to.

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#### **SECTION YOUR BRAND INTO TOPIC CLUSTERS**

![Img](https://a.storyblok.com/f/70506/5849x3905/a280abfd9e/section-your-brand-into-topic-clusters.jpeg)

Topics or content clusters ensure that you are able to create strong, internal links that help users and search engines connect your content with each another. For instance, because our company offers more than digital marketing (we also do web design and development as well as UI/UX research and design!), our content team here at Amber Creative makes sure that we write about topics that cover and highlight these services, too. We started by breaking down all of our services (aka our expertise) and helping our audience find the information they need and want better through tags or internal linking, which also improves user experience. These categories and clusters help audience, as well as crawlers (the bots), get an idea about what business you’re doing, as well as the products and services you offer so that they can link these pages to searchers.

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#### **KNOW YOUR AUDIENCE**

![Img](https://a.storyblok.com/f/70506/6000x4000/f9182052d5/know-your-audience.jpeg)

We’re risking sounding like a broken record here but one last reminder doesn’t hurt: when blogging, you should always remember that you are, first and foremost, writing for your *audience*—not for you. That’s why it is so important to know what they would like to see, what topics you can cover and potentially write about. To do this, you must begin by creating a sketch of your ideal persona. These people’s needs must align with your business services and products. Make sure you merge your theories about who they are with actual data you or your industry gathered. Knowing your audience helps you write what articles they’re interested in, as well as clarify what tone, voice and/or approach best connects you to them. Say you’re in the beauty industry, but are focused on a very niche section like young, female professionals. It’d do you well to know the ins and outs of their lives, what things a general portion of them are interested in (connected to your products) and then highlight these through your blog.

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#### **CREATE A CONTENT CALENDAR**

![Img](https://a.storyblok.com/f/70506/6240x4160/aeef488b64/create-a-content-calendar.jpeg)

When writing blogs, it’s important that you go through it with a plan. Structured blog posts can help the readers make sense of the “content hierarchy” and connect each blog with one another. Planning a general blog schedule—with rough titles, brief thesis statements about what the blog posts will be about, focus keywords for SEO, as well as target dates for posting—helps you commit better. This doesn’t have to be a strict structure; make sure to leave room for flexibility to make way for blog posts about more urgent stuff like industry updates or business events and promos. The monthly plan can get you closer to understanding your objectives and seeing how close you are to achieving them. This is also important for consistency; like we said, it doesn’t have to be rigid. We recommend allowing yourself some flexibility in the work that you’re doing, but remember that following a schedule can sometimes even help build reader anticipation over your content.

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#### **DO YOUR RESEARCH**

![Img](https://a.storyblok.com/f/70506/6240x4160/9adbb4bf44/do-your-research.jpeg)

This could be as basic as what topics are trending in your industry or what keywords are being thrown around. Forums are great places to look at. Even simply browsing competitors’ content can spark an idea. It’s imperative for you to have a keyword list of topics that relate to your brand. Around these keywords are subtopics or clusters that narrow the focus of each blog post. For ideas, you can look at your competitors’ websites to see what they’ve been posting about or try looking at forums like Quora or Reddit or tools like Ask the Public to gauge people’s pulse online. Even the google related searches can inform you about what topics your intended readers are looking for and possibly more importantly, what keywords they’re using to search for these. If you’re engaging with your audience, then it’d also be wise to check out your or your competitors’ comment sections to see if users bring up any concern that needs to be addressed. This can be an opportunity for you to provide solutions for them through a blog post.

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#### **CREATE OR HAVE ACCOMPANYING VISUALS**

![Img](https://a.storyblok.com/f/70506/6240x4160/621df2aec2/create-or-have-accompanying-visuals.jpeg)

By visuals, we’re talking about more than the thumbnail images for each blog post, but also (maybe even more importantly), images inside the blog post itself that helps provide a “break” for your readers. Visuals help them engage better, and a more engaged reader is more likely to digest information better. Visuals can also be in the form of static images, short video clips, GIFs, infographics, tables, etc.

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#### **REPURPOSE YOUR CONTENT**

![Img](https://a.storyblok.com/f/70506/5852x3901/3c48f7ee3b/repurpose-your-content.jpeg)

Another good thing about blog posts is that they can be reused to feed other forms of content you wish to publish for your brand. For example, you can get a soundbite from your blog and then post it on your social media assets like Twitter or Instagram. While you have to reuse it in a way that’s suitable for the social media site you’re planning on publishing it to, having blogs is great in making sure you’re not constantly racking your brains for new content every time.

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*(It’s easy to butcher your blogging strategy, make sure you don’t. See **[blogging mistakes to avoid](https://ambercreative.sg/blog/corporate-blogging-mistakes-to-avoid)** here.)*

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## A blog is a marketing asset as much as it is a marketing tool because you benefit from having a blog—and your readers benefit from reading it.

It’s a mutually beneficial content type that yields great rewards for your brand when done right.

Ready to begin your own blogging journey? Let us help! [Drop us a line](https://ambercreative.sg/contact) right now and let’s explore the benefits of blogging for your brand together!

The Value of Blogging for Brands

Keywords are important in digital marketing. It’s an essential component of every SEO campaign because it gives definition to your content, your brand, and possibly all other digital marketing endeavours. Aside from the keywords we come up with for our brands and companies, there are industry-specific keywords that we also keep our eyes peeled on. The thing about keywords, however, is that they are not set in stone. Keywords are largely rooted in people’s online search behavior—which changes over time based on so many factors—so it’s just logical for our own keywords to eventually evolve. 

Fresh, updated keywords are as important as new content for your brand. So in this blog, we walk you through four tips for expanding your keyword list to ensure your brand’s relevance to the audience.

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### **Why Do We Need to Update Our Keyword List?**

![Img](https://a.storyblok.com/f/70506/960x639/5f2da44f9e/keywords.jpeg)

Like we said, search is always changing based on people’s behavior online. New developments are always popping up. Trends are ever-changing, capable of overtaking the trends we know to be true in the past. So, there is a huge possibility that the keywords you’re using are already outdated. Focusing on keywords that people aren’t using to search online isn’t going to be helpful for your visibility in search engines.

### **Tips for Expanding Your Keyword List**

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#### **Do an audit of all your existing keywords and keyword groups.**

Everyone begins with a keyword group because this makes creating content a breeze, especially for people who know how best to use it to their advantage. So when you’re in the process of updating a keyword list, it’s important to begin with this first step—hunkering down to look at what you already have. A keyword audit can help you spot the keywords that aren’t making the same numbers as they originally did. For some, it even helps them drop the keywords that are no longer working for your brand. Some brands, including their products and services, evolve, too. With this evolution can come the realization that what keywords worked for you before may no longer rake the same benefits or numbers now. That they no longer reflect your brand as a whole. And that’s totally fine. Beginning from the inside gives you an opportunity to review your content based on numerous metrics like Impressions, Clicks, your Click-Through-Rate and so on. If you’re using tools like Google Search Console, it’d be best to begin your keyword review there. 

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#### **Look at your competitors’ keywords.**

Another important element that you should be looking at is your competitor. Knowing your competitors' keywords, especially the ones they rank for, will show you terms you might be missing out on. This could also reveal or at least give you an idea about their strategies so you could augment your own process. Tracking what keyword works for your main competitors can give you an insight that can drive your own strategies. This allows you to see keywords that are driving their success, especially if you don’t rank for it (yet), and then observe if these are keywords you also want and need to explore. The main point of doing competitive keyword analysis, however, brings us back to a point we made earlier—to see industry trends and possibly, fill market gaps.

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#### **Focus on long-tail keywords.**

Although SEO experts aren’t always inclined to use long-tail keywords, they can be valuable to your campaigns and overall strategy if you know how to use them in the right manner. There is a good formula advocating for long-tail keywords and it goes like this: less search traffic, high conversion rate. Of course, conversion rate anchors on so many aspects, but it’s good to point out that since long-tail keywords are more specific (meaning people are deliberately searching for these keywords or there is intent behind the search), then they’re also likely to perform specific actions like make a purchase or convert to a new audience. Intent is a strong element in SEO, and long-tail keywords are usually driven by a strong intent to perform actions beneficial to brands. Another point worth pointing out is long-tail keyword’s link to voice search. The dominance of voice search, especially using mobile devices, entails “exact match” keyword or keyword phrases which are, in essence, just long-tail keywords.

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#### **Run the keywords on the tools you’re using.**

Another way of making sure your keywords are fresh is by running them over to SEO tools, if you’re using any. Keyword tools and SEO extensions are great in that they help match your keywords and give you other keyword ideas you might be missing, and they don’t just do it for you the first time. The tools help you see customer demand—old and new—and capture the “language” your audience is using. Remember, not all keywords are worth going after. We’re not totally dissuading you from using high-demand keywords, but know that a lot of these are already ranking big, popular sites. The best you can do is match what you’ve collected with your brand to see if it works for you and if you have a big chance of ranking for it.

If you haven’t already noticed, the tips are also just reminiscent of the steps you’ve already gone through the first time—with the exception of number one. That’s because keyword research is a highly iterative process, meaning you don’t really stop after doing it one time. Keywords are important for optimising your website and making sure everything is up to date.

However, it takes time to build your list and refine it, and even more time to create content based on the keywords you have collected. Good thing, there are [digital marketing experts](https://ambercreative.sg/services#digital) who can make it work for you. [Get in touch](https://ambercreative.sg/contact) with our friendly team today!

4 Tips for Expanding Your Keyword List

Building a product is never easy, especially when you’re dealing with digital products or apps. While worth all the trouble, creating a successful mobile app or a web app involves a complicated and rigorous process. After all, there is really no one-size-fits-all approach to this. The process itself is circular (which means, it’s never really ‘done’). It’d always come down to company processes and the people involved in its inception.

No matter the variation in the process, however, there are still common stages that you are bound to encounter. These phases ensure that your own journey follows a logical structure; one that is articulate and good enough to yield successful products for your customers.

In this article, we’ve rounded some of the most common stages to give you an idea about how the UX Design Process truly works.

With no further ado, let’s dive in!

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### **A Look Into User Experience (UX)**

![Img](https://a.storyblok.com/f/70506/5911x3941/44e30f03fd/a-look-into-ux.jpeg)

You can’t really talk about “User experience” or UX without mentioning cognitive scientist and usability engineer Don Norman, the “[godfather of UX](https://crm.org/articles/the-godfather-of-ux-don-norman-user-centered-design)” who coined the term during the 90s when he worked at Apple. He describes UX as “everything that touches upon your experience with a product”. Nowadays, the term is closely used in connection with product creation (especially digital, like apps or websites), but in its barest form, [UX encompasses a whole lot more](https://www.nngroup.com/articles/definition-user-experience); it includes a user’s overall experience with a company, its services, as well as its products.

The process of UX design then is **the act of designing products in a way that is usable and accessible to intended users, in order to generally improve user satisfaction.** The logic is simple enough: if you design your product in a way that puts users’ needs on top of everything else, then you’d surely end up with an outcome that satisfies them—one that they’d have a greater chance of using again.

So what does it take to be a successful UX designer? We’d say it’s a combination of notable personality traits as well as skillset. And we’re talking about soft and hard skills. Below is a rundown of some of the most important traits a UX designer must have to create a successful user experience for their intended users:

* empathy
* problem-solving
* communication
* analytical
* innovative
* observation

For technical skills, we’d say focus on the following:

* user research
* information architecture
* wireframing, prototyping, mockups, user flows
* visual design
* usability testing

It may seem like too much for one person to have, and yes, specialisation helps pin down exactly the people you need to do all these; people who know about something more than the others. What’s important then is having a team composed of members who, more or less, possess these skills.

And because the UX design process is intricate, these people and their specialisations must come together so you can provide efficient results. Basically, you need these people on board:

* Project Manager
* UX Researchers
* Information Architects
* Visual Designers
* Usability Experts

Their skillset ensures that all of your audience’s needs are included in the development phase while also making sure that the goals of the company are also being met.

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### **The UX Design Process**

There are numerous ways to go about designing user experience, all of which produce various deliverables (personas, user flow, sitemaps, usability reports, etc.). The whole process is flexible and depends mostly on situations and teams spearheading the design. But amid the nuances, we can still pinpoint some major stages commonly followed by most designers.

The important thing to remember at this point is that the UX design process itself is iterative—it’s repetitive. And it involves a lot of testing and revising until you are finally satisfied with the end result. It is ongoing and many UX designers would even argue that it never really ends.

Here are some of the major stages commonly followed by most designers—from conception to delivery:

![Img](https://a.storyblok.com/f/70506/6000x4004/e5d9916a61/define-the-problem.jpeg)

#### **STAGE 1. Definition of the Problem.**

Any product design endeavour must begin with the team spending time to understand the problem or what needs to be done, including understanding user pain points. [Matthew Wakeman](https://www.oreilly.com/library/view/ux-research/9781491951286) specifically says this in the book *UX Research - Practical Techniques for Designing Better Products*: “If I had only one hour to solve a problem, I would spend up to two-thirds of that hour in attempting to define what the problem is.” This basically says that when you understand the problem, you’re already halfway done with solving it. Because clarity is important during this stage, you must round the crucial people involved in the project for this—the stakeholders, the clients, the design team, product managers, etc. You need to ask everyone vital to the success of the project what they think needs to be done, so you could begin the well-intentioned project more purposefully. This is basically a guide so you can, at the very beginning, curtail the elements to what you need and what you don’t need and potentially save more time focusing on things that are going to be helpful to your design journey.

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![Img](https://a.storyblok.com/f/70506/5000x3333/2f7d644304/research.jpeg)

#### **STAGE 2. Research.**

Once you know what you’re trying to solve and have a basic idea of what to create, it’s time to hunker down and do your research. Research is the backbone of your project; doing this lets you unearth the foundation of your project and keep you from relying on baseless assumptions. We can’t stress this enough, but understanding the user’s needs would always be the most important component of every product design and development endeavour. So make sure to deliver on what their needs are. The research stage includes a lot of interviews—with stakeholders, the intended audience, and the team. Here we are able to see users and their profiles: who they are, where they’re from and how they can potentially benefit from the product. This is important so you could create the final product as close as possible to what they have envisioned. Other types of research are also executed during this stage, such as surveys, FGDs, competitor research, research on the latest product trends as well as existing user experience guidelines related to the product. It is also during this stage that you must create a user persona or a reference, so you could get an almost accurate and reliable representation of your intended users. Compared to regular buyer personas, user personas for product development and design are created with the intention of identifying major pain points and then providing a solution for them.

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![Img](https://a.storyblok.com/f/70506/6000x4000/bb72093598/plan-analyse.jpeg)

#### **STAGE 3. Plan and Analyse.**

Some design companies regard this as the first course of action to any design endeavour. And there isn’t anything wrong with that. In fact, we also recommend brainstorming with the whole team before starting anything so responsibilities are clear and anyone can do their tasks in a more purposeful manner. As a stage after research, the planning stage would include kicking off the project with the whole team. Here, everyone sits together to assess what the project needs and talk about anticipated issues that may derail the project down the line so they could create contingency plans for it. Everyone can also agree on key deliverables during the planning stage, so responsibilities don’t overlap and the process becomes more efficient for everyone involved. Analysis is also a huge part of this stage. During the analysis stage, everyone sits down to draw insights from the data collected from research and marry these with the team’s initial assumptions. With analysis comes the creation of user journey maps, scenario maps and sitemaps. All of these will eventually help put your team in your intended users’ shoes so you could experience the process and stages they will go through once they begin using your product. Basically, you need to create a scenario map for each user persona; a scenario map is like what it’s called—a possible route a specific user persona can take before they arrive at a goal. Doing this allows you to envision a user journey and plot the helpful ways to get your user closer to the goal.

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![Img](https://a.storyblok.com/f/70506/5060x3367/9529a0fb37/design-production.jpeg)

#### **STAGE 4. Design & Production.**

Possibly the most complex part of any design process, the design and production stage involves a lot of mini-processes. Here, we begin exploring the designs and creating lo-fi (low fidelity) wireframes. This is also where creativity flourishes within the team. At this stage, the team can begin drawing sketches and wireframes, evaluate them and re-draw or re-design if needed. Images and other important assets are also discussed during this stage before designers can work on the final graphics and mockups. All of these can allow you to present the flow of information as you envision them to be displayed on the page. We’ve already said that the design process is iterative, but repetition is especially present during this part of the overall process. Here you design, redesign, scrap and design again until the final product—one you have before the final implementation—satisfies not only your audience’s needs but your company goals as well. Developers are also active during this stage, as they don’t just implement the design to the overall architecture, but also pinpoint technical issues that may arise from the design, if any. Then, implementation follows soon after. During the implementation of functionality, the developers build the hi-fi (high fidelity) version of the user interface.

*(Here’s everything you need to know about the [UI /UX Trends for this year](https://ambercreative.sg/blog/8-of-the-most-notable-ui-ux-trends-for-2022).)*

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![Img](https://a.storyblok.com/f/70506/5636x3757/67272a92e5/launch-test.jpeg)

#### **STAGE 5. Test & Launch.**

User testing, beta launch and internal testing are next up. Here is where you get feedback before you release the product to the audience. The testing part of this stage helps the whole team understand whether their design works for their intended users. User testing will enable you to identify points for improvement and ask testers some questions based on various factors. You could also measure the ease of use of the initial version of the product, so you could see how well it can be received once out in the market. Testing before launch is important so you could hand the product off confidently.

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*(Check out our [Tips for Effective A/B Testing](https://ambercreative.sg/blog/7-tips-for-effective-a-b-testing))*

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![Img](https://a.storyblok.com/f/70506/6000x4000/ec776a35cb/post-launch-evaluation.jpeg)

#### **STAGE 6. Post-Launch Analysis & Evaluation.**

It is now time to ask yourselves some serious questions, including (but not limited to): How are our intended users responding to our product? Did we successfully resolve their issues? Is there anything more we can add or do to improve our product? Post-launch analysis involves evaluating the overall usability of the product, creating audit reports, identifying points for improvement, as well as addressing the issues that might’ve risen during the initial launch. This is basically where you look at your overall product so the team could observe what works and what doesn’t. Here is where you take note of possible add-ons for the next update and a time to zero-in on fixes you could work on in the future.

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#### **BONUS: Iterate!**

As we said earlier in this article, the UX design process is *highly* *iterative*—meaning, it’s not as linear as you’d want it to be and would involve a lot of repetition and back and forth in order to make sure that your design (and ultimately the product) is able to meet the goals of your users.

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## While sharing common stages, a UX design process still varies depending on a lot of factors, including but not limited to: project type, client, budget, deadlines and the experience level of everyone involved.

The important thing to remember is that for it to be successful, you need to find the workable process for your team—even if it means entirely deviating from this list! Overall, just don’t forget the most crucial element of your project—the intended users. It’s always going to be about pinpointing the goals of the users and connecting these with the goals of the company. Always keep them and their needs the priority and watch everything fall into place.

Have a product in mind but not sure how best to begin? [Drop us a line](https://ambercreative.sg/contact)! Check out [our projects](https://ambercreative.sg/portfolio) and see how we put emphasis on [research-driven creative work](https://ambercreative.sg/services/creative-work) so we can help turn your projects into reality!

A Guide to UX Design Process

Everything in the digital world moves at a dizzying pace, but there are trends that admittedly stay longer in people’s psyche and radar more than others. In this list, we attempt to name some of the most notable UI UX design trends in the world today. Many, you’d realise as you read along, have been around for years now while some are slowly gaining a foothold.

*(Still a bit confused about the jargons? Read [this article](https://ambercreative.sg/blog/ui-vs-ux-design-similarities-and-differences) first: UI vs. US Design: Similarities and Differences)*

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Without further ado, let’s dive right into it!

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### **GLASSMORPHISM**

it is only right to begin this list with the trending design that’s been gaining ground for over a year now—glassmorphism. The whole concept of glassmorphism is largely rooted in the minimalist trend and simplistic style. It was created in a way to branch out from neomorphism, which was the focus of designers last year.

Glassmorphism elevates designs with a “frosted glass” look, which we’ll definitely see more of in 2022. Also called the “blur effect”, what the glassmorphism style does is it differentiates the elements on an interface, allowing the more important information to stand out. This helps users focus only on the things that actually matter and brings them closer to performing favourable user actions. It isn’t crowded or overwhelming and doesn’t sacrifice the overall aesthetic quality as it lets the background—which has a more “airy” feel—to fall stylishly behind.

[![Img](https://a.storyblok.com/f/70506/1160x754/3c2ec6d79c/glassmorphism-1.png)](https://www.awwwards.com/sites/decimal-chain-glassmorphism)

[![Img](https://a.storyblok.com/f/70506/1168x764/7496ede2dc/glassmorphism-2.png)](https://www.awwwards.com/sites/decimal-chain-glassmorphism)

### **DARK MODE**

The dark mode trend has been on everyone’s radar for quite some time now and for good reason. Almost all of the most used apps and smart devices today have a ‘night mode’ or dark mode version. Even popular job platform site LinkedIn has [recently rolled out this feature](https://www.cnet.com/tech/mobile/linkedin-is-rolling-out-dark-mode-globally-heres-how-to-turn-it-on) on their web and smart device apps.

![Img](https://a.storyblok.com/f/70506/705x419/153fd58e71/dark-mode-linkedin.png)

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Originally made to help minimise the eye strain that comes with prolonged screen time, the dark mode is also developed to prolong battery life. Visually, the dark mode, as well as the black and white colour scheme, is undoubtedly stunning and elegant. Not only that, but this design is also capable of bringing attention to a website’s more crucial elements and CTA buttons.

[![Img](https://a.storyblok.com/f/70506/1290x700/8ecbf9736a/dark-mode-airpods.jpg)](https://www.awwwards.com/sites/apple-airpods-pro)

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### **SCROLYTELLING**

Humans are naturally drawn to stories. You could say we’re inclined to respond well to relatable, relevant narratives—may it be of people or in this case, brands. A brand with a more impactful story is more relatable and it allows people to spot its unique qualities better. In design, visual storytelling is a way to do this, especially at a time where people are scrambling to make genuine connections with the brands they support.

Stories told visually have better chances of grabbing people’s attention, so many are already magnifying mediums like videos, animated clips, gifs, as well as simple pictures to get people’s attention on their websites or apps. But most designers are especially drawn to what they call ‘scrolytelling’. Scrolytelling is basically a form of narrative presentation that takes a user through a journey (a story) activated as they scroll down the page or app (scroll-triggered). Experts suggest focusing on creating stories and serving an experience to visitors, so they aren’t simply mindlessly scanning through your content.

This is proving to be good for keeping people engaged and interested. It is a way to connect with an audience and will most definitely continue being a huge, indispensable part of UI UX trends for many years to come.

To get an idea about how this works, do check out [Hyperframe’s scroll-triggered animation](https://www.awwwards.com/inspiration/hyperframe-scroll-navigation) on their website.

*![Img](https://a.storyblok.com/f/70506/717x512/cb5b2eb0c8/hyperframe-scrolytelling.png)*

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### **UNIQUE ILLUSTRATIONS & ANIMATIONS**

Illustrations are a big part of brand image. It’s a fun way for getting the visual feel of the brand across to prospects and visitors. What illustrations do mainly is they create a friendly vibe that is inviting to visitors. It also aids in a better user experience. The more unique an illustration is, the better chances of it standing out compared to the more generic pool of illustrations out there. This is a trend that will surely continue on into the next year and beyond.

If done right and with respect to the rules of clean, legible design, the process of injecting fun, asymmetric shapes and bold colours into the overall UX design can yield favourable results for a company. Animations, alongside or in place of static illustrations, can draw more people in. Its salient advantage would be that animations are capable of lowering bounce rates by keeping site visitors longer on a page.

For this portion, we’re no longer looking further than our very own branded illustrations and animations from Amber Creative.

![Img](https://a.storyblok.com/f/70506/1409x662/163ee36857/amber-creative-web-app-design-dev-t.png)

Additionally, it’s important to include in this part the design that also goes into mouse hovers or pointers. This is something used by many designers to amp their website design. What this ultimately does is it helps engage visitors better and cue them into website elements they can interact with. For a specific example, think about hovering over a link and instead of the usual highlight, a designer can opt for a colour-change to signal visitors that it’s something they can click.

Unique is definitely a word to use for [Concept Studio’s playful website](https://www.awwwards.com/sites/concept-studio-1) which made use of branded illustrations and animations effectively.

![Img](https://a.storyblok.com/f/70506/1105x754/bfa0eb25ed/concept-studio-unique-illustrations-animations.png)

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### **3D DESIGNS**

The importance of 3D designs has been magnified during the pandemic after more and more brands have relied on three-dimensional technology for product visualisation, since in-store visits were kind of limited. So it’s safe to say that 3D graphics will be used by more brands moving forward. A common problem that dissuades people from incorporating 3D elements into their websites would be that it takes too long to load. But the more demand people put into this technology, the better operating systems act on it to deliver.

While the simpler, more seamless 2D is still the obvious, normal choice for many designers, 3D is still creating a buzz for the way it can excellently deliver more interactive experiences to visitors.

[![Img](https://a.storyblok.com/f/70506/1422x761/07ebb576e2/3d-hyer.png)](https://www.awwwards.com/sites/hyer-r)

[![Img](https://a.storyblok.com/f/70506/1417x758/5c113efb8d/3d-cowboy.png)](https://www.awwwards.com/sites/cowboy-1)

### **EXPERIMENTAL TYPOGRAPHY**

The trend now is leaning towards the bigger, bolder fonts. There is certainly a lot of opportunities to elevate a website’s overall design just with an effective typography and font choice alone. Although it does wonders for a website and is capable of turning a simple web design into an enchanting, impactful one, it does take a lot of guts to embrace bolder, experimental typography. It may seem simple, but choosing the typography for a website or app is much more complicated in that you have to consider how exactly it helps in terms of the whole web design matrix; for one, typography is there to convey a message and set the hierarchy of information that visitors get upon landing on a site. This is done mainly to create a functional, more seamless user experience.

And you also have to remember that people don’t really ‘read’ on the internet—they ‘scan’. So using big and striking typography can help viewers locate a website’s more important information in a short amount of time. The use of intricate and most times oversized typography allows web designers to curtail information and tailor it in a way that leaves the audience closer to doing favourable actions for the company, like getting them closer to the CTAs.

The bold, experimental typography in [Swedish marketing company Markus Agency](https://www.awwwards.com/sites/markus-agency) is one great example.

![Img](https://a.storyblok.com/f/70506/1290x700/8152671303/markus-typography.jpg)

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### **CLEAN, MINIMALIST DESIGNS**

Minimalism has stood its ground for years now, so it’d be impossible to create this list without a mention. When designing a website, you have to make sure that your audience can instantly locate what they’re looking for and that your prospects can immediately be driven to do favourable actions for your brand. This will not happen if they feel a sensory overload that takes the attention away from the most important parts. Sensory overload could potentially drown the more important aspects of an interface; this includes unnecessary pop-ups, ads, etc.

So more and more people prefer the cleaner, direct to the point, no-fuss designs. Of course, going for a ‘minimalist’ design doesn’t necessarily mean restricting creative freedom—only that you’re focusing on user interface design that your audience can easily navigate and understand. You can do this by focusing on the basic elements like cleaner icons, legible texts, a better view and presentation of the navigation menu, and captivating illustrations. Even subdued color schemes work, depending on your industry.

Simplification basically means simplifying the *overall* experience for users. So, think navigation. Think seamless flow of information in a way easily understood by visitors. Think, finally, design that automatically answers and caters to your visitors’ needs. It’s an irony, but seasoned designers know that simplifying a website experience *is* complicated. But the trick, at the end of the day, is just this: don’t overdo it and simplify functionality as possible.

[![Img](https://a.storyblok.com/f/70506/1421x759/c72e864c39/minimalist-1.png)](https://www.awwwards.com/sites/safe-haven-investment)

[![Img](https://a.storyblok.com/f/70506/1422x779/c1689bf1b3/minimalist-2.png)](https://www.awwwards.com/sites/mocs-makers-of-culture)

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### **BRUTALIST DESIGN**

The brutalist web design is the direct contradiction to the seamless, simplistic and minimalist website design trend that’s been gaining ground for a few years now—but it doesn’t mean there isn’t anything in it that is worth looking into. The brutalist approach to web design creates a memorable and very unique experience for visitors. Mostly used by more creative industries and organisations (think art collectives, photographers, creative institutions, fashion websites like Balenciaga \[3\] at one point, and the likes), the brutalist approach is a grand departure from what we’ve been used to seeing (simplistic, minimalist websites).

But this does come at a cost that you have to be on the lookout for; when done poorly, it can appear disjointed and even a total disregard of the smart design principles that have held together the digital space for decades. The rhythm of the website, especially the flow of information, may also get lost in all that attempt to be groundbreaking. So, design with a brutalist approach with caution. Nevertheless, it is definitely worth considering if you’re up for something new and impactful.

[Radical Everything’s unique website](https://www.awwwards.com/inspiration/brutalist-layout-text-decoration) gives justice to its very name with its brutalist website design.

![Img](https://a.storyblok.com/f/70506/1437x764/23100f991d/radical-everything-brutalist-1.png)

![Img](https://a.storyblok.com/f/70506/1432x760/f384021e3b/radical-everything-brutalist-2.png)

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*(Wanna see how last year’s website design trends fared this year? Check out [this article](https://ambercreative.sg/blog/website-design-trends-to-know-ahead-of-2021): Website Design Trends to Know Ahead of 2021)*

There is probably no better way to describe people’s relationship with (web) design than what seasoned designer Frank Chimero said:

> People ignore design that ignores people.

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When doing any design endeavours, it would be helpful to keep this very line in mind. Designing for people means more than highlighting the aesthetic elements; it also means making sure that all of their needs are met. So, be sure to make functionality and overall user experience your priority.

It could be tricky to navigate all of that on your own. So, get the help you need in [web and app design](https://ambercreative.sg/services/web-app-design) with our team at Amber Creative. [Get in touch with us](https://ambercreative.sg/contact) and let’s discuss! Our friendly team will always be ready to accommodate your questions or walk you through our services.

8 of the Most Notable UI UX Trends for 2022

COVID-19 has drastically changed the way we work. In the midst of a confusing pandemic, most companies that have never even considered adopting a purely digital work setup before have already embraced remote work—albeit hesitantly at first. This sped up the rapid ‘digitisation’ that’s been underway, long before the pandemic hit. It was indeed difficult for many, but as proven by our recent experiences, not impossible.

Companies have collectively fallen into the groove and adapted to working remotely, but as restrictions begin to ease up and vaccination rates rise, we’re now met with questions—will the work-related behaviour and company attitudes we started during the pandemic persist? Will remote work still be a viable option for companies that can afford it? Can companies *even* afford it? All in all, these questions are just asking one thing: *will remote work* work for *long-term, especially in a post-COVID era?*

To answer this question, it is imperative that we first answer whether the remote work setup is actually beneficial to companies. Short answer is yes, definitely! Like we said earlier, it had not been easy to adapt to this arrangement, but more and more companies have proven themselves capable of handling their work and employees remotely. The pandemic has made us more ‘results driven’. For many, it doesn’t matter *where* the work is being done—as long as it is being done.

### **Five Things to Expect from the Future of Work**

1. Employees to Demand More Flexibility in Work Setup
2. Rethinking and Redefining the Importance of ‘Physical Offices’
3. More Investment in Tools and Systems
4. Focus on Employee Engagement
5. Priority towards a More ‘Hybrid Work Arrangement’

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#### **Employees to Demand More Flexibility in Work Setup**

![Img](https://a.storyblok.com/f/70506/6720x4480/77eb018c4b/employees-demand-more-flexibility-in-work-setup.jpeg)

In the midst of the global pandemic, employees have enjoyed the work-life balance provided to them by the remote work arrangement. This was something many workers have struggled with before the virus. For instance, the generous cut to time spent on the commute is now utilised better, especially by those with families to take care of. For them, this means more time to sleep, more time to spend in the mornings with their family members, time for meditation and exercise, and so on.

In a study done by IBM Institute for Business Value (IBV) of 14,000 consumers in 9 countries earlier this year, they found that is it essential for employers to understand “[employees’ evolving motivations & aspirations](https://www.ibm.com/thought-leadership/institute-business-value/report/employee-expectations-2021)” or the shifting employee perspectives in 2021. There, the respondents cited “work-life balance” as their top priority (51%).

Many new hires and old employees alike are now prioritising remote work above all else, and since employees keep the company going, it is important that managers meet these growing expectations. Employers are expected to embrace a lot of changes in the way they work, moving together with these new employee expectations. And they need to go with the tides, in this case, in order to attract and keep a better and efficient talent pool.

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#### **Rethinking and Redefining the Importance of ‘Physical Offices’**

![Img](https://a.storyblok.com/f/70506/6720x4480/acbc44714f/rethinking-redefining-the-importance-of-physical-offices.jpeg)

Employers have begun looking ahead to an eventual full return to the workplace as more and more people become vaccinated. But even experts believe that things will be very different. For one, getting a taste of a remote work arrangement has made many people question the very need for physical offices. This is not to say that physical workplaces and offices aren’t essential anymore—just that the convenience of working from home has likely overridden it.

There is also evidence of more and more people moving out of cities and capitals and into pockets of more “appealing” places, away from the hustle and bustle. This isn’t something new, as digital nomads already paved the way for this work setup way before the pandemic.

This has prompted employers as well as employees to consider or rethink what their priorities are in terms of work and how they do it. The pandemic has shaken the very core of the traditional workplace model (shared office space, the ‘9 to 5’ work hours, etc.) and has sped up the shift to telecommuting. While ‘9 to 5’ is still in place, the focus is heavier now on getting the job done and getting results.

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#### **More Investment in Tools and Systems**

![Img](https://a.storyblok.com/f/70506/6000x4000/e58008d753/more-investment-in-tools-systems.jpeg)

Unprecedented opportunities for remote work were seen during the pandemic. New employees, as well as those hopping back onto the job market, are now expecting a more [flexible work arrangement](https://news.harvard.edu/gazette/story/2021/02/how-covid-experiences-will-reshape-the-workplace) (a mix of work-from-home and scheduled but limited in-office days) and many companies are yielding to this demand.

Companies that aren’t physically together in a specific location were forced to rely on the efficiency of cloud-based tools. Of course, a workable remote work setup demands a reliable internet connection, a dedicated workspace, as well as necessary technologies to make work easier for everyone. Because companies are theoretically saving a lot more by making their people work from home, money is then (ideally) spent on helping their employees set up better work-from-home spaces so they could work more efficiently. This includes getting resources that magnify the setup, signing up employees on courses and training that they could access everywhere, as well as investing in technologies and systems that employees need.

This is proving to be more economical, at least for those companies that have ditched their offices to exclusively work from home; there are no more leases to pay, no office bills to think about, and so on. And because remote work is not a ‘passing fad’, outdated technology is now being altered in order to empower and manage remote teams better.

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#### **Focus on Employee Engagement**

![Img](https://a.storyblok.com/f/70506/5948x3965/c4fff90ec0/focus-on-employee-engagement.jpeg)

Of course, there are some costs to telecommuting, including (but not limited to) isolation and demotivation. These are some of the biggest reasons why many companies are still adamant about the supremacy of office work setup; why they believe that physically being in the same location is better than dispersing employees. So led many to rethink the benefits of “office culture”—those that are created only when everyone’s in the same physical location.

While admittedly, there are some downsides to remote working, a remote workplace culture *can* and *do* thrive. This is where managers must come in. It is their duty to keep their teams motivated and, as much as possible, involved. According to a [Horton study](https://www.hortoninternational.com/news/how-covid-19-has-changed-the-way-we-work-for-the-better), a “supportive culture” is vital for motivating and engaging your team, as well as combining personal and professional lives to boost morale. Virtual team-building activities, weekly (sometimes even daily) check-ins through video calls also inspire better employee engagement.

In many ways, the way we work has changed for the better, as more leadership is expected from all members when they work remotely. Working from home means that people have to step up and initiate better than they did when they were in an office, where leadership “roles” are more evident and centralised. All in all, expert advice would be to always lead with empathy, especially during these trying times. Empathy is always the basis for genuine relationship building as well as ensuring more fruitful human connections.

*(Engage your team better while you work remotely. Here are some [remote working tips](https://ambercreative.sg/blog/tips-for-going-digital-during-the-covid-19-pandemic) to implement for your team!)*

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#### **Priority towards a More ‘Hybrid Work Arrangement’**

![Img](https://a.storyblok.com/f/70506/5127x3845/082d2a8397/priority-towards-a-more-hybrid-work-arrangement.jpeg)

According to the faculty of Harvard Business School [remote work is ](https://hbswk.hbs.edu/item/covid-killed-the-traditional-workplace-what-should-companies-do-now)*[definitely](https://hbswk.hbs.edu/item/covid-killed-the-traditional-workplace-what-should-companies-do-now)* [here to stay](https://hbswk.hbs.edu/item/covid-killed-the-traditional-workplace-what-should-companies-do-now). It will remain prevalent and sought-out (especially by employees) post pandemic. Being ‘forced’ to embrace this setup has led many employers to reevaluate their work and discover what among these tasks can be done remotely and what roles, tasks require people to work on physical offices.

Additionally, studies have also shown that both employees and employers are not opposed to the idea of remote work post pandemic and are, in fact, welcoming of it. Many, however, are more amenable to a ‘Hybrid Working Model’, one that is fluid and flexible. This challenges companies to take the time to plan and build a hybrid work model, something that creates a more balanced mix where people can choose to work wherever they’re comfortable in and be in the offices or a shared space whenever they need to be.

There may not be a full transition to a work from home arrangement, but it would do employers well to consider introducing more flexibility into its work dynamic. Some employees may be more comfortable working at offices while others enjoy more autonomy over their work location. In a hybrid work arrangement, you don’t totally disregard physical workspaces or offices. Here, you still impose a ‘work-from-anywhere’ structure, only bringing the teams or members physically together for important things (including meetings and brainstorming sessions).

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## **So, What is the Future of Remote Work?**

While COVID-19 cases are slowly being mitigated, the virus is still viewed by many as a threat in a foreseeable future, leaving many companies who already have a remote work arrangement in place to include remote work in their longer term plans.

In Singapore, for instance, remote work is still highly promoted and employees are encouraged to return to offices *only* to perform duties that, according to employment law expert Lakshanthi Fernando, are “[demonstrably vital to the company’s operations](https://www.cms-lawnow.com/ealerts/2021/05/the-future-is-now-the-new-world-of-work-in-singapore)”.

Everyday is an opportunity to review how work is done, how people interact with their colleagues, what is necessary to keep the operations going, and where and how results are delivered. The future will focus on flexibility; seeing what work is getting done and not where or when it’s getting done. It paints a ‘results over hours’ picture of a workplace. All in all, there is a call to take into consideration the policies that led to improved workflows and company culture during the pandemic and see whether these could work after we’ve survived this critical juncture.

*Need help with your [digital marketing](https://ambercreative.sg/services/digital-marketing) and [web development](https://ambercreative.sg/services/web-app-design)? Send our friendly team a message today or post your [enquiries](https://ambercreative.sg/contact) here!*

The Future of Work: Five Things to Expect Beyond the Pandemic

Content marketers follow a marketing model for magnifying the impact of their brand’s content strategy. And while there isn’t just one particular model, a lot of them do follow the same principle and rationale—the “Pareto principle”.

In this article, we explore what the Pareto principle is and how this helps in content marketing, especially building and maintaining better relationships with your audience.

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### ***What is the “Pareto Principle”?***

Pareto principle is a prediction model from Vilfredo Pareto, a 19th-century economist from Italy who saw that 20% of Italy’s citizens own 80% of the country’s wealth. This ratio has already evolved to include topics outside the realm of economy, like social media, for instance. Here, it has since been used to explain the logic behind winning social media content strategy, especially in relation to content posting.

Other ratios have also been developed since then. But no matter what division it comes out as—with 80/20 as the most common—everything nonetheless works with the same rationale: “__ percent of results often come from __ percent of causes.” Most marketers follow the 80/20 ratio, while others the 70/30. Some, even a 70/20/10!

*\*Please note that for brevity, we’d be using the original ratio throughout this article: 80/20.*

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### ***The “Pareto Principle” and Social Media Content Strategy***

Now that we have the definition out of the way, it is time to ask: how exactly do these ratios help magnify a brand’s social media content strategy?

Firstly, it is good to know why a content strategy is important. For one, a good content strategy builds brand awareness and contributes to better consumer retention. Remember, content is *still* king; people will definitely expect to get something of value from your social media accounts, content that resonates with them in some way.

But a more practical reason is that a good content strategy helps prioritise your budget as well as time. Knowing exactly what type of content would yield the best returns allows you to focus on those content instead and magnify it better, instead of wasting time and energy on those that aren’t doing as much for your brand.

So, following the Pareto principle, we could say that 80% of your social media posts must be anything useful for your audience and *not* promotional.

This content could be:

1. fun content
2. how-to or DIY blog posts
3. inspirational content
4. timely, general industry updates
5. lifestyle-related

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The ‘shareability’ of these types of content is usually high. For example, you’ve slated 20 posts for your Facebook page every month. According to the Pareto principle, 80% or 16 posts of those must be non-promotional, while only 20% or 4 posts must directly mention your brand or company.

When producing non-promotional content, you’d do well to remember exactly why people are on social media in the first place, and usually, it is for these two reasons: they either want to be ‘entertained’ or ‘informed’. Content that entertains and informs is usually what keeps your brand’s connection with its followers strong; it’s what contributes to a stronger community.

But what happens when you release so much of content that blatantly mentions your brand? You risk having your audience tune out. You risk appearing so ‘spammy’ or ‘sales-y’. Your followers already know what you’re selling—it’s why they followed you in the first place! But creating valuable content means more than that; it means providing them with content that is useful and relatable to their daily lives.

Although you get a lot of freedom on the 80%, you still have to make sure that the content you put out still connects, in a way or another, to your brand. You can’t expect to just ride out any trend that makes noise, otherwise, it will look very out of character and not “on brand”. All in all, you have to remain [authentic to your brand](https://ambercreative.sg/blog/a-guide-to-brand-authenticity) and your brand values.

However, focusing on your non-promotional content doesn’t necessarily mean foregoing your promotional ones. Promotional content could be:

1. new product or service release
2. product spotlight
3. special offers (sales, seasonal offers, discounts, etc.)
4. positive media coverage
5. customer reviews

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*(Content creation is another topic altogether. It could be daunting to come up with fresh content every time, even for seasoned marketers. If you’re in a pickle, here’s how to [get out of a content plateau](https://ambercreative.sg/blog/here-s-what-to-do-when-you-ve-hit-a-content-plateau).)*

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Because of their rarity, these promotional posts appear more special and as such, encourage users to act on your message better. It’s what ultimately drives consumer action, so make sure to include clear CTAs when you post content like this.

These ratios, while widely acclaimed and known to be really helpful, need to work well with each brand’s strategy. As always, your brand’s goals should be at the forefront of everything you do content-wise. Writing for inc.com, [Tanya Halls](https://www.inc.com/tanya-hall/the-new-80/20-rule-of-social-media.html) puts it perfectly:

> ***Take the time to define your brand and goals to set yourself up for stronger social media results down the line.***

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Unsure about what content to post or how best to maximise your content marketing budget? [We’re here to help](https://ambercreative.sg/contact)! Explore our [digital marketing services](https://ambercreative.sg/services/digital-marketing) today and make the most out of your brand’s social media experience!

The “Pareto Principle” in Social Media Content Strategy

TikTok’s recent success has made brands interested in the platform. Many have been trying to see whether they could also use the platform to their advantage. While it may not be for everyone, a lot of industries could definitely benefit and are already benefiting from TikTok.

In the recent [Elementor #webcreators2021 webinar](https://elementor.com/blog/webcreators2021-exploring-the-future-of-web-creation), when asked what platforms should brands be focusing on right now, social media expert Gary Vaynerchuk was quick to give two answers—LinkedIn and TikTok. He emphasised the need to “create content with value” in order to engage audiences better and saw both platforms, especially TikTok, as vital platforms for doing this. Attendees were a bit divided on his answer, which proves that many in the digital marketing industry are still a bit hesitant about embracing TikTok as a marketing tool. This reaction is understandable, especially if we’d consider that the platform is originally intended for a younger audience. But looking past viral dance covers, we can definitely say that TikTok also offers a lot of benefits for brands.

So if you’re looking to delve into this fast-rising platform, here are some statistics and brand success stories you should know about!

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### **TikTok Statistics in 2021:**

1. TikTok is the second most downloaded app in the world, with almost [62 million installs](https://sensortower.com/blog/top-apps-worldwide-january-2021-by-downloads) in just January of 2021.
2. TikTok boasts [689 million](https://www.businessofapps.com/data/tik-tok-statistics) monthly active users.
3. The average daily view time on the app is [46 minutes](https://backlinko.com/tiktok-users).
4. Users spend around a whopping [858 minutes per month](https://www.statista.com/statistics/1115136/tiktok-user-engagement-monthly-usa) on the app.
5. In terms of business relevance, TikTok ranks as the “[second-biggest app](https://www.hootsuite.com/pages/digital-trends-2021)” in terms of consumption spending.

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### **Here are some success stories of brands on the platform:**

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![Img](https://a.storyblok.com/f/70506/1982x830/45e169a503/tiktok-guess.png)

**[Guess](https://www.tiktok.com/@guess?lang=en).** Guess’s most successful TikTok campaign to date leveraged the platform to promote their Fall ’18 Denim Fit Collection. They rolled out the [#InMyDenim](https://ads.tiktok.com/homepage/inspiration/7) campaign and called for user engagement, encouraging users to style themselves with denim. The result? Over 5,550 UG videos, over 10.5 M views and 14.3% engagement rate. Pretty impressive for a 6-day campaign period!

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![Img](https://a.storyblok.com/f/70506/770x363/74fcca81ff/tiktok-arby-s.jpg)

**[Arby’s](https://www.tiktok.com/@arbys?lang=en).** Arby’s case is what we may call ‘accidental’. All it took was one ‘funny’ video that wasn’t even produced by Arby’s to catapult them to success on the platform. TikTok creator John Casterline (@h1t1) posted a video late last year of a flat-screen TV he bought for $25—only to find out that the TV could only display [Arby’s menu](https://newsroom.tiktok.com/en-us/how-one-tiktok-led-to-a-new-arbys-menu-item). This was followed by a series of hilarious back and forth between the food chain and Casterline which people closely followed. This culminated with Arby’s getting their TV back and a special menu item.

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![Img](https://a.storyblok.com/f/70506/551x676/786b87afb2/tiktok-twp.png)

**[The Washington Post](https://www.tiktok.com/@washingtonpost?lang=en).** It could be difficult to get the younger generation interested in news, but The Washington Post has managed to unlock a new, more tech-savvy audience for them—thanks, in large part, to TikTok. The 143-year-old newspaper brand has achieved [1M TikTok followers](https://www.forbes.com/sites/andymeek/2021/08/28/the-washington-post-a-143-year-old-newspaper-just-hit-1m-tiktok-followers/?sh=3dbec76a52e7) just in August of this year and Dave Jorgenson, TWP’s video producer, editor, and writer (who fondly calls himself the *‘Washington Post TikTok Guy’*) shares his and his team’s intention to expand into new formats like live videos.

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Although generally easy, the features of TikTok could be a bit confusing at first glance. So, here’s a rundown of TikTok information that’d do you well to remember:

1. TikTok videos can be 15 seconds to 3 minutes long and come in a type of short-form content that is easily digestible.
2. There is a variety and diversity of content on the platform; anyone can find a way to leverage it to their benefit.
3. It has easy-to-use video editing tools that many people—including celebrities, influencers, brands and even educators—find appealing.
4. “Content is king” on TikTok, which means even an account with 0 followers could rake in millions of views if they manage to create content that people would find relatable and replicable.
5. While it has a specific TikTok for business option complete with plans you can look into, brands often find success in TikTok with very little investment.
6. TikTok is able to catapult some people into instant stardom, which goes to show that influencer marketing is really effective here.

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On TikTok’s [page for business](https://www.tiktok.com/business/en-SG), they claimed that “there’s an audience for every voice.” And to be able to find success on the app, your brand would definitely need to know & be familiar with pop culture and the ‘zeitgeist’, as these are referenced by people a lot on the platform.

TikTok is still rolling out many new features for brands, so now’s the best time to do a deep dive into it and reap the rewards for you. It’s not that saturated yet, offering a bigger chance of success to brands who’d embrace it now.

TikTok Marketing for Brands: Statistics & Brand Success Stories

If you’ve been in the industry long enough, then you must already know the weight placed on “brand authenticity” not only by brands but by consumers as well. It’s the hottest marketing buzzword right now, thanks in part to the younger generation who demands it from everyone they make business with. Millennials, who have huge purchasing power, especially resonate with companies and organisations that they deem to be authentic.

With the word being thrown around so much nowadays, you’d expect people to know exactly what it means. Including how to be or appear as an authentic company. Unfortunately, this isn’t always the case.

So, what exactly is “authenticity”? And is there a perfect formula to achieving authenticity that your brand should be following?

### **The Truth in “Being Truthful”: “Honest” Marketing**

Here’s a short storytime: an ex-girlfriend once tried to surprise me for Valentine’s day with flowers and chocolates, which were supposed to be delivered to our office on the same day she ordered them. But things didn’t go as expected. The flower store blamed it on their website crashing (which shows that [website maintenance is crucial](https://ambercreative.sg/blog/why-website-maintenance-is-crucial-to-doing-good-business) to doing good business), the unexpected onslaught of orders for that day and even “rowdy” delivery riders who supposedly went rogue with some of the orders. Long story short, they failed to deliver—literally and figuratively.

And coordinating with them about the refund is even worst, not exactly what you’d expect from a brand who promised, on their website, to make ordering flowers “as convenient for you as possible”. That experience was awful enough for us that we’ve never made business with them again.

Which brings us to the point of this section: if you want to seem genuine, you have to be truthful to your customers. Be honest about what you do and then do it consistently across all platforms. But sure, it is so easy to say that you’re being honest, but communicating that to your consumers may be harder than you think. So how do you do it without your attempts looking forced? How do you eventually make marketing “truthful” and consequently, “authentic” for your audience?

Nowadays, you can no longer make unbacked claims about your products. The days of superfluous, exaggerated marketing is over. But although difficult, it is possible for marketing to be authentic.

When Sherpa Marketing asked around about what “(Brand) Authenticity” means to people, the responses they got included the terms [‘honest’, ‘original’, ‘real’ and ‘genuine’](https://www.sherpamarketing.ca/what-makes-a-brand-authentic-579). Authenticity is basically all these abstract things combined—the challenge, however, is on translating these into actual, actionable strategies.

Here are some ways to do that:

* Be clear about your core brand or organisational values
* Be consistent across all platforms
* Communicate with prospects & consumers
* Be real & genuine
* Hire good marketers & pr people

### **How To Be An Authentic Brand**

### 

#### ***Be clear about your core brand or organisational values***

Think of values as the “soul” of your brand. A brand has to have a set of core values that guide or motivate the whole organisation; a moral compass that keeps everyone’s behaviour in check. Values are intangible things that show you’re standing up for something, a cause possibly bigger than your organisation. These values illustrate ethical principles that carry over to different levels within the whole organisation; a cohesive thing that creates a strong company culture.

But how are values created? Well, values are, first of all, determined by business owners. It is later on disseminated to everyone in the company. Because brand values are a strong invisible guiding force, it’s key to differentiating your brand from others. Brand values influence a lot of things about your company—the development of your brand voice, how you market your product or service to people and even how people will remember your brand. So, these values must also be visible to your audience through your marketing initiatives.

#### ***Be consistent across all platforms***

Inconsistency kills a business. It may sound like a rash assertion but one thing we’re certain about is that inconsistency breeds mistrust and mistrust discourages consumers from supporting a brand. After all, who would want to do business with brands they don’t trust, right? But it is so easy to lose track of brand voice because of how fast and diverse everything moves nowadays.

So, how do we make sure we’re consistent?

One thing you can do is create a brand playbook. A brand playbook or “branding guide” ensures uniformity. It makes branding and design consistent anywhere the audience finds your brand. The trick is in ensuring that you’re using the same voice and tone everywhere. Are you formal? Bubbly? Conversational? Whatever brand voice you have, your consumers and prospects must always “hear” that. And their experience—the most important thing to a customer—must be consistent wherever they talk to you. So, make sure you hammer this voice and personality into your employees as they are your brand’s best champions—the frontliners who communicate your brand and what you stand for to consumers.

#### ***Communicate with prospects & consumers***

Now that your brand voice is clear to you, use that voice to inform, discuss, and reach out to customers. Make communicating with your brand a breeze for your consumers by giving them an option to talk with you about things related to your business—yes, including (and most especially) their pain points. You can do this with the right social media marketing strategies in place.

Our search for authenticity led us to a simple litmus test for determining a brand’s level of authenticity: when discovering a new brand or observing an old one, go to their About page or bio and see if they successfully embody what’s written there. While the About page is not everything, it does tell you a lot about what they stand for and what brands strive to achieve—for themselves and for their customers

Additionally, you can look to community marketing \[3\] to keep your consumers engaged, as it’s also a brand’s way of communicating with people and making them loyal brand ambassadors of your brand.

Communicating with consumers helps cultivate brand authenticity because a moving, talking brand would appear more authentic to people. So share news, consult your consumers, ask for their opinions and give them an option to give you feedback.

#### ***Be real & genuine***

As mentioned earlier, authenticity is often connected with the terms “real” and “genuine”. As real as you are to yourself and your team, it is more important that this realness transcends to your consumers and prospects. And how do you do this?

You focus on your brand’s ‘why’.

While it is so easy to spot the ‘what’, the ‘why’ of it all gives your brand the heart it needs to be relatable to people.

Take SPD, for example. SPD is a local charity that creates opportunities for people with disabilities to help integrate them better into mainstream society. Not only is the whole brand built with this very purpose in mind (SPD means “Serving People with Disabilities”) but they also make sure to put emphasis on this on all of their social media assets, as well as their official website.

![Img](https://a.storyblok.com/f/70506/782x760/f8c65d47c4/spd-landing-page-ss)

A surefire way to look more real to your consumers is by showing your more humane side to them. Consumers love putting a face to a business. And it doesn’t always have to be an influential endorser or celebrity—it could be the very people in a company. It gives off a feeling that they’re dealing with real people, people they can sympathise with and connect to.

#### ***Hire good marketers and PR people***

Some brands often forget that a big chunk of the narrative is written by people you hire to do the communicating for you—your pr people or marketers. But it’s not just a matter of onboarding professionals who can turn your brand vision into palatable and clever taglines. It’s also an issue of reinforcing this on your chosen social channels. So it’s both important that you hire good marketers who understand the industry you belong in as well as pr people who can weave your missions and vision into an impactful narrative that people can resonate with.

## **Brand authenticity matters because, for many, personal authenticity is important.**

The majority of your consumers care about purchasing from brands that allow them to be the most authentic versions of themselves. Take for instance one of the greatest drivers in the modern world—the Millennials. Millennials are not easily convinced by traditional marketing that relies on exaggeration and unbacked claims. They tend to scrutinise more. For Millennials, a brand must “walk the talk”.

> ***So, authenticity is no longer a choice—it’s a non-negotiable. An imperative to making good, withstanding business.***

All in all, authenticity boils down to how strictly you can follow and implement the values you’ve set for your company.

Need a competent [digital marketing team](https://ambercreative.sg/services) to help you craft your brand’s story? Send our friendly team a [message](https://ambercreative.sg/contact) today!

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Let's work together.

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