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  • Uncovering the truth; is WhatsApp really a social media platform?

    Having been used as a free messaging and calling app for years, businesses are now considering how WhatsApp can be used to propel their marketing message forward. That said, with limited features and a hardcore focus on privacy, is WhatsApp a social media network or not? Let’s find out.

    Definition of social media

    Social media is defined as any type of online service or website that allows users to create and share content and connect and interact with other users in virtual communities or networks. Social media platforms are online tools that allow people to create and share information, ideas, and images with a wide network of connections. They serve a variety of functions, including business promotion and marketing, networking, and staying connected with friends and family.

    When considering the somewhat strict premises of traditional social media like Facebook, Twitter and Instagram, one can clearly see that WhatsApp, in fact, does not fall into the boundaries of “social networking”.

    But does that mean that we can render the number one messaging app in the world useless for marketing? Not at all!

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    Image showing the statistics of WhatsApp supported countries. WhatsApp is available in 180 countries and in 60 different languages.
    Source: Oberlo

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    Advantages of using WhatsApp for marketing

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    1. Massive user base

    WhatsApp users are spread across every country, age group, and niche – which makes it incredibly easy to target your audience.

    2. Low cost

    WhatsApp is free to use and you don’t need to buy additional equipment or hire staff.

    3. Easy to implement

    There are no specific rules or regulations for WhatsApp marketing. Whether it’s setting up a WhatsApp business profile or cold-messaging prospective customers, everything’s game.

    4. Easy to track Customer journey

    With WhatsApp, you can easily track how many people engage with your content, how many clicks through to your site, and how many buy.

    5. Good for building a community

    WhatsApp is excellent for building a community around your brand. It’s a great place for engaging with customers, answering questions, and providing regular updates.

    One of the most rampant and useful website development trends is the usage of the WhatsApp icon within the website. A lot of businesses incorporate the clickable icon on their website, which, upon clicking, directs a client to a WhatsApp chat box.

    6. Provides a wide variety of tools

    It has a built-in poll feature, the ability to send large files, live video, and basic analytics. There are no WhatsApp marketing tools per se, but communication features can be used for marketing purposes.

    Additionally, WhatsApp status is one of the most commonly used features, and Statista estimated its usage to be half a billion in 2019 alone. The status message on WhatsApp can be text, pictures or even videos to promote a product, service or even inform users.

    A few local businesses indulge in the practice of reaching out to customers in their databases with promotional marketing messages on WhatsApp. Likewise, using the WhatsApp status feature, businesses also inform their customer base about the latest products and offers.

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    Image showing the counting of people who use the status feature every day. Approximately, the counting goes up to half a billion people using the status feature every day.
    Source: Oberlo

    7- Wide variety of uses

    ‍ WhatsApp can be used for far more than just marketing. It’s also a great tool for keeping in touch with colleagues, friends, and family.

    As per the latest update, the platform can also be used to build communities.

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    Limitations of using WhatsApp for marketing

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    1. Limited functionality ‍

    WhatsApp is designed to be a simple messaging platform. As a result, it doesn’t have all the functionality of other social media platforms, such as blogging and lead generation tools.

    2. Not originally built for marketing

    As mentioned above, WhatsApp is not specifically designed for marketing: In fact, an increasing number of businesses are being warned away from it due to its lack of effectiveness.

    The interface of the app essentially ties back to its purpose, i.e. calls and messages only. Though recent additional features like stories have been incorporated, the circle in which WhatsApp users engage is still limited.

    3. Privacy concerns

    The biggest disadvantage of using WhatsApp for marketing is privacy. Unlike other social media platforms, WhatsApp doesn’t make any money from advertising. As a result, it can’t be as generous with its user data.

    4. Difficult to scale ‍

    WhatsApp is great for connecting with a small group of people, but can be fairly difficult to scale up.

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    Comparison of WhatsApp to other social media marketing apps

    Let’s take a look at how WhatsApp compares to other social media networks.

    Mobile reach

    All social media platforms now have a mobile app. Social media marketing has enabled businesses to reach the majority of people without them ever needing to visit your website.

    Engagement method

    All social media platforms have their own way of encouraging users to interact. Some of the most popular methods include liking and sharing, commenting, and using hashtags.

    User demographics

    All social media platforms have a specific demographic in mind when they are designed. This helps them provide a tailored experience for each group.

    User experience

    All social media platforms have unique designs and layouts. This can affect how users engage with the platform and could mean your content is not as effective.

    Considering the multi-feature communicating approach that these hardcore social media networks could we really call them WhatsApp’s competitors?

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    Final verdict: Is WhatsApp a social media platform or not?

    While there are a few benefits to using WhatsApp for marketing, there are also many disadvantages. In fact, WhatsApp seems to be more of a marketing tool as opposed to a social media platform. This is because it lacks many of the features that are associated with social media, such as user engagement and demographics.

    Therefore, in our opinion, WhatsApp is not a social media platform. That said, there are a few ways you can use WhatsApp to market your business.

    You can create WhatsApp groups and use them as a forum to answer customer questions and provide helpful tips. Alternatively, you could create a WhatsApp news feed and use it to provide regular updates. You can also use it to connect with your team and boost morale.

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  • The Secret to Success: Crafting a Winning Marketing Plan

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    Image Source: Unsplash‍

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    When it comes to success in business, having a solid marketing plan is essential. A marketing plan outlines your strategy for how to reach your target audience, build brand awareness, and increase sales.

    It’s a roadmap for how you will market your business, and it can help you stay focused and organized.

    But what is a marketing plan, and how do you create one? In this blog post, I’ll discuss what a marketing plan is, why it’s important, and how you can craft a winning marketing plan for your business!

    What is a Marketing Plan?

    A marketing plan is a plan of action that outlines your overall marketing strategy. It should include objectives, strategies, tactics, and if possible, a budget for your marketing efforts. A good marketing plan will include customer segmentation, positioning, and product promotion tactics. It should also include market research and analysis of your target audience, competitors, and industry trends.

    The goal of a marketing plan is to provide guidance and direction for your marketing efforts. It should provide a clear roadmap for how you will reach your target audience, build brand awareness, and increase sales. A well-crafted marketing plan will help you stay on track, measure your progress, and adjust your tactics as needed.

    Why is a Marketing Plan Important?

    Having a well-crafted marketing plan is essential for success in business. It’s a roadmap for how you will market your business and reach your goals. A good marketing plan will help you stay focused and organized, and it can help you measure the success of your marketing efforts.

    Having a marketing plan also helps you stay on track. It allows you to set goals and measure your progress. It also helps you adjust your tactics as needed. With a marketing plan, you can easily evaluate your progress and make changes where needed.

    When social media initially took off, businesses were floundering to see what works, and we’ve been there too! Simply put, a solid marketing plan helps you align your efforts correctly. It also gives you a clear idea of what’s working and what needs to go.

    Consequently, it also helps you stay competitive. It allows you to analyze the competition and adjust your strategy accordingly. It also helps you identify potential opportunities and threats in the marketplace. With the right marketing plan, you can stay ahead of the competition and capitalize on new opportunities.

    Steps to Crafting a Winning Marketing Plan

    Creating a winning marketing plan is a critical step in the success of your business. Here are the steps you should follow to craft a great marketing plan:

    • Conduct market research: The first step in creating a winning marketing plan is to conduct market research. This includes researching your target audience, competitors, and industry trends. This will aide in identifying potential opportunities and threats in the marketplace.
    • Set objectives: Once you’ve conducted your research, it’s time to set objectives. This includes setting goals for your marketing efforts, such as increasing brand awareness, generating leads, and increasing sales.
      Always remember, the objectives for each business are completely subjective!
    • Develop strategies: Once you’ve set your objectives, it’s time to develop strategies to achieve them. It should include tactics such as content marketing, email marketing, and social media marketing.
    • Create a budget: After creating your strategies, it’s time for budgeting. This includes determining how much money you will spend on each strategy and tactic. It’s important to create a realistic budget that you can stick to.
    • Measure and adjust: The final step in creating a winning marketing plan is to measure and adjust. This includes tracking the success of your efforts and making adjustments as needed. It’s important to regularly review and adjust your plan to ensure it’s still relevant and effective.

    Get your hands on our free marketing plan template.

    Benefits of Having a Marketing Plan

    Having a well-crafted marketing plan is essential for success in business. Here are some of the benefits of having a marketing plan:

    1. Stay organized: A marketing plan helps you stay organized and focused. It provides a roadmap for how you will achieve your goals, and it can help you stay on track.
    2. Measure progress: A marketing plan allows you to measure your progress and adjust your tactics as needed. It’s a great way to track your progress and make sure you’re on the right track.
    3. Stay competitive: A marketing plan helps you stay competitive in the marketplace. It allows you to analyze the competition and adjust your strategy accordingly.
    4. Save time and money: A marketing plan helps you save time and money. It allows you to identify potential opportunities and threats in the marketplace and adjust your strategy accordingly.

    Creating a Marketing Plan Template

    Creating a marketing plan template is a great way to stay organized and ensure you’re on the right track. A marketing plan template should include sections for objectives, strategies, tactics, and budget. It should also include sections for customer segmentation, positioning, and product promotion.

    A good marketing plan template should be easy to use and understand. It should be tailored to your specific needs and goals. It should also be flexible and easy to adjust as needed.

    Examples of Successful Marketing Plans

    There are many examples of successful marketing plans. Here are a few examples of successful marketing plans:

    1. Apple: Apple’s marketing plan focuses on creating a brand experience that is both innovative and inspiring. Their tactics include creating engaging content, building relationships with influencers, and leveraging digital platforms.

    1. Airbnb: Airbnb’s marketing plan focuses on creating a unique experience for travelers. Their tactics include creating content about travel destinations, leveraging user-generated content, and partnering with influencers.

    1. Netflix: Netflix’s marketing plan focuses on creating an engaging and interactive experience for their customers. Their tactics include creating content about their shows, leveraging social media platforms, and partnering with influencers.

      Wednesday is the prime example of a marketing plan done right. From social media, to billboards and even bus stands, Netflix truly had a stronghold on the audience.

      Did it work? Heck yeah! Wednesday successfully went on to become the second most watched show within WEEKS of being released.

    Services that Can Help with Marketing Plan Creation

    Creating a successful marketing plan can be a time-consuming and complicated task. Fortunately, there are services that can help.

    Some services offer marketing plan creation services, which can help you create and implement a successful marketing plan. They can help you conduct market research, set objectives, develop strategies, create a budget, and measure and adjust your tactics.

    Other services offer marketing plan consulting. These services can help you develop a successful marketing plan and provide guidance and advice on how to implement it.

    Conclusion

    Having a solid marketing plan is essential for success in business. A good marketing plan will help you stay focused and organized, and it can help you measure the success of your marketing efforts. It’s a roadmap for how you will reach your target audience, build brand awareness, and increase sales.

    Creating a winning marketing plan requires research, planning, and dedication. It’s important to set realistic goals, develop strategies, and create a budget. It’s also important to measure and adjust your tactics as needed.

    Creating a winning marketing plan is a critical step in the success of your business. With the right steps and guidance, you can craft a great marketing plan and set yourself up for success.

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  • Target audience: harnessing the power of knowing your market

    One of the very first things when venturing to start an online business – or even a physical one – is to have a clear idea of the people you’re going to be targeting. A target market strategy will effectively get the message to the right people.

    But first, let’s define what a target audience is.

    A target audience is a group of consumers who you want to reach with your targeted marketing efforts. Your ideal customer group can be characterised by multiple factors that can be as vague or as specific as you wish. 

    The characterisation can be done based on specific demographics and psychographics such as:

    •  Age
    • Gender
    • Area
    • Income
    • Interests 
    • Behaviours

    And more.

    Tip: To see optimum results we do advise narrowing your target audience down to the dot.

    These groups are the key influencers in the decision-making processes for marketing strategies. A target audience of a business decides how to appeal to them, where to spend the budget and what commodity to build next.

    Once your target audience is defined, you could also go a step further in defining your buyer personas. A buyer persona is the ideal target audience profile that a business wishes to target based on the data collected from the target audience. 

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    Image Explaining why business needs to track the audiences.
    Image Source: Meta Blueprint

    The information helps businesses understand their audience and it’s purchasing behaviours. Targeting a specific audience will help in conveying your message to the right audience who will relate most to your message.

    To help you understand here’s an example.

    Let’s take a stationery item for students as an example. Given that the item is mainly for students, we have our first distinction. If the product is priced higher, the students would be divided into households with specific incomes. Not to mention, if it is targeted specifically to girls, the demographic would be further narrowed down even more.

    So now we have school-going girls belonging to a household with x-amount of monthly income. 

    This is a target audience for a product aimed at upper-class school-going girls. While the business may target boys, or adults even, it may not be the best choice because they would be least likely to purchase it.

    The people in your target audience could be anyone but what would tie them together is an interest in the product you offer. 

    Target market vs target audience? Which one should you work with?

    The terms target market and the audience may sound synonymous and they do refer to mainly the same thing. Still, businesses and marketers must know the difference. 

    Both terms revolve around dividing larger groups into sub-segments. However, target markets pertain to a larger group of consumers that the business targets and the target audience are a further breakdown of said group based on interests, buying history and demographics. 

    Safe to say, you can define your target market by first detecting your target audience. For example, if a target market is “fashion students aged 18-30” the target audience would be “fashion students living in New York City, aged 18-30”.

    Dividing your target audience.

    A business can have more than one type of audience. The two can be classified as:

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    Image for Primary target Audience
    Image Source: Understand audiences

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    • Primary target audience 

    A primary target audience is a group that will get most of a business’s attention as they are most likely to become valuable and loyal customers.

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    Image for Secondary Target Audience
    Image Source: Target Audience

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    • Secondary target audience

    The secondary target audience on the other hand is a group who may be interested in a product and have common characteristics with your primary target audience but there’s an improbability for them to become valuable customers. 

    This group may not directly include the ideal buyer persona but influencers of their decision-making process too. 

    Children are sometimes a part of the secondary target audience for products targeted towards parents. Also, having a defined secondary cluster of customers can help businesses shape their marketing. Mainly if a business sells more than one product, the overlapping interest between the two groups can appeal to the secondary audience rather than the primary.

    Capitalise on your market knowledge.

    Identifying your target audience can streamline a tonne of processes for a business. Which include but are not limited to

    1. Maximising resources and time‍

    Just as a vegan food business has its ideal clients so does a steakhouse. Defining the market that needs your services can help understand it and place the product and service accordingly.

    The research becomes the pillar on which the marketing of said business can stand. Casting the net wide and encompassing a broad array of consumer base may seem like the best approach initially but it can severely hamper growth and marketing efforts.

    It’s important to realise how a brand’s message may not resonate with everyone, thus focusing time and resources on a clearly outlined segment can be more rewarding and productive for an organisation.

    1. Does less engagement mean less ROI?‍

    Engagement being directly proportional to ROI is one of the most widespread social media marketing myths.

    Absolutely no. When a business makes the effort to successfully identify who its target audience is, a focused approach can maximise ROI significantly. For example, when targeting social media users a narrowed approach can bring better results when targeted with tailored content.

    Social media targeting is one of the most popular and rewarding approaches being implemented by businesses all around.

    1. Efficiency in processes – better rewards

    ‍When a business finds the audience that is most likely to convert, creating content that addresses their challenges, concerns and apprehensions can help in tipping the scales.
    Rather than focusing on an audience that may engage with your efforts but isn’t willing to open their wallets, it is better to utilise resources and position your strategy to cater to those who will. 

    Conclusion:

    A single business of course has different types of audiences. We suggest identifying what stage of the buyer journey your customers are on and reaching out with relevant content. Similarly, another approach could be pushing content according to the sales-funnel stage prospective customers are at. 

    Consumer A might be looking for some help in deciding whereas consumer B may need to be educated from scratch.

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  • Should consumer electronics brands tweak content according to the social media platform?

    Cross-posting has been on the block ever since the internet exploded and the world got caught up in a whirlwind of digital marketing. With yearly new platforms introduced with the latest features, internet nomads naturally run towards them. 

    More social media apps mean more platforms for marketers to find and target their audience. But while we’ve established that a social presence on every platform ever is not an absolute necessity for most brands, and if it’s required, cross-posting can be truly lifesaving. 

    That said, the concern about altering content for each platform runs rampant among marketers. Depending on who you’d ask, some marketers will advise posting the content as is – with minor adjustments, and some would say to make major alterations. 

    But who to trust?

    By taking the examples of some of the biggest electronics brands in the social media marketing world, let’s answer the question. Should these companies tweak content according to the social media platform when trying to establish a multi-platform presence?

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    VIVO Pakistan Facebook page
    Source: Vivo Facebook

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    vivo Pakistan Instagram page
    Source: Vivo Instagram

    The first step would be to carry out a social media SWOT analysis. 

    Businesses can evaluate how their current marketing practices are performing based on the SWOT analysis method. Most companies are familiar with running paid ads and are therefore experienced with gauging conventional campaign success through metrics like CAC, (customer acquisition cost) ROI (return on investment) and CPC (cost per click). 

    A SWOT analysis, however, looks beyond it and identifies critical elements like faulty asset promotions, customer satisfaction and competitors pushing a business out of the market. 

    Having some insight into what your standing among customers on different platforms is, can give you a good idea about what content type and‌ narrative work best. 

    Check what resonates with the audience (trial and error at first)

    Once you have the results from the SWOT analysis and a clear picture of the content preferences of different audiences on different platforms, it would be best to tweak your content accordingly. 

    If you have been posting a lot of static content or informative posts on Instagram but not seeing engagement despite your content being top-notch, it would be better to alter the narrative slightly and turn the same copy into a reel. 

    Instagram’s algorithm prioritizes reels over images and, from a consumer’s point of view, watching a video is significantly easier than reading a post. Similarly, another approach could be assessing what your competitors are doing and checking the current marketing trends. 

    Taking inspiration from consumer electronics companies like Sony, you can create your cross-posting strategy accordingly. 

    Moulding content around the platform. 

    Some content forms are suitable for specific social media platforms. For example, short-form videos are perfect for TikTok and Instagram. And though cross-posting the same thing on all social fronts would be time-saving, it would make little sense to push reels on a text-based website like Twitter. 

    The key is to club similar platforms together. Facebook, Twitter and LinkedIn are mainly text and community based so cross-posting between these two with minimal variation could work.

    However, if the same thought or copy needs to be incorporated in a visual-first platform, we’d suggest changing the content type to perhaps a video or a carousel. 

    Striking the right tone

    Building up on customising content around the platform, electronics brands also need to gauge the tone of the website and then create content around it. 

    Instagram is the perfect hub for pulling back the curtain and showing a more humanistic side of a business. The tone of the platform is more fun, casual and vibrant and content with human faces takes the cake for engagement. Similarly with TikTok, given the laid-back and “authentic” approach the platform has towards content, tech brands can certainly repurpose media with minor changes between them.

    As for LinkedIn and Twitter, both are heavily reliant on text, but some semblance of graphics can be introduced to break the monotony of text. 

    Lastly, Facebook is the best of both worlds and can become the perfect tool to balance text and visuals. Pictures and videos thrive on the platform, but shouldn’t be as casual or laid-back as TikTok or Instagram. Text is suitable but not as formal as LinkedIn either.

    Now, let’s have a look at how Samsung, Panasonic and Toshiba have developed their social media presence on Facebook and Instagram.

    Samsung:

    Boasting a whopping 869k followers on Instagram, the content Samsung puts out is a comfortable balance of engaging and informative. Samsung optimally uses Instagram’s preference for reels and makes them a large chunk of the company’s content on IG.

    For Facebook, they have divided the page into two categories where Samsung Global focuses on the video format and the content itself is more polished and professional. Samsung Electronics is the second page that zeroes in on text-based content.

    However, the content on both platforms is different altogether, with little overlap, if any.

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    Samsung Electronics Official Facebook page
    Source: Samsung Electronics Facebook

    Panasonic:

    Panasonic nails its Instagram content strategy by putting a tonne of employee faces on the feed. The visuals are engaging, and employee-centred and the text is light and digestible.

    For Facebook, the tech giant opts to portray a slightly more professional appearance with professionally made videos and more text-heavy informational content. 

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    A picture of Panasonic Facebook page
    Source: Panasonic Facebook

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    Toshiba:

    The Japanese multinational conglomerate has a strong social media presence but cross-posts every piece of content. The copywriting hasn’t changed per se but only the CTA’s are. 

    One can attribute the brand’s marketing efforts to an equal blend of images and informative and accessible textual content that makes it perfect for both Meta platforms.

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    A picture of Toshiba post on Instagram
    Source: Toshiba Instagram

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    A picture of toshiba post on Instagram
    Source: Toshiba Facebook

    To sum up:

    Cross-posting is a great time saver, but to offer customers the best depiction of the business, tech brands should tweak content based on their audience’s behaviour on different platforms. 

    If they have the option to create fresh content for each website, that’s perfect! But if not, repurposing the same content but in different forms (text into explainer video etcetera), can help create and schedule a consistent image across platforms. 

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  • Shopify Plus: Is it Worth the Investment for Large-scale E-commerce?

    Shopify Plus: Is it Worth the Investment for Large-scale E-commerce?

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    Shopify Plus: Is itWorth the Investment for Large-scale E-commerce?

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    In the world ofe-commerce, where competition is fierce and customer expectations are everevolving, choosing the right platform for your online store is a criticaldecision. For large-scale e-commerce businesses, scalability, flexibility, andperformance are paramount. Shopify Plus, the enterprise-level version of thepopular Shopify platform, has emerged as a compelling choice for businesseslooking to take their operations to the next level.

    But is it worth theinvestment? Let’s delve into the key considerations to help you determinewhether Shopify Plus is the right fit for your large-scale e-commerce venture.

     

    UnderstandingShopify Plus

    Before we assess itsworth, let’s first understand what Shopify Plus brings to the table:

    • Scalability: Shopify Plus is designed to handle high-volumesales and traffic, making it suitable for large e-commerce stores experiencingrapid growth.
    • Customization: It offers extensive customization options,including access to the platform’s source code, allowing businesses to tailortheir online stores to their unique needs.
    • RobustInfrastructure: Shopify Plusincludes features like unlimited bandwidth, automated backups, andenterprise-grade security, ensuring reliability and protection of your onlineassets.
    • DedicatedSupport: Users of Shopify Plusreceive dedicated support, which can be crucial for resolving issues promptlyand efficiently.
    • Multi-Channel Selling: With Shopify Plus, you can easily expand yourpresence across various sales channels, including social media andmarketplaces.

    Now, let’s dive intothe factors that can help you determine whether investing in Shopify Plus isjustified for your large-scale e-commerce business:

    • SalesVolume: Shopify Plus is mostcost-effective for businesses with significant sales volumes. If you’reprocessing a substantial number of transactions each month, the platform’sfixed pricing model can be advantageous.
    •  CustomizationNeeds: If your businessrequires extensive customization, Shopify Plus provides the flexibility tocreate a tailored online shopping experience. Evaluate the extent ofcustomization you need and whether it justifies the additional cost.
    • Performanceand Reliability: Consider yourcurrent and projected website traffic. If you’ve experienced website slowdownsor outages due to high traffic, Shopify Plus can provide the performance andreliability you need to prevent such issues.
    • GlobalExpansion: If your e-commercebusiness is expanding internationally, Shopify Plus offers multi-language andmulti-currency support, simplifying the process of reaching global markets.
    • DedicatedSupport: Assess the importanceof dedicated support. For large-scale operations, having a responsive supportteam can be invaluable in resolving technical issues and improving the overallcustomer experience.
    • TotalCost of Ownership: Calculatethe total cost of ownership, factoring in the platform’s subscription cost,development and customization expenses, and potential third-party app costs.Ensure that the benefits outweigh the investment.
    • CompetitiveAdvantage: Consider how ShopifyPlus can give you a competitive edge in your niche. Are the features itprovides essential for staying ahead of your competitors?

    Conclusion

    Shopify Plus isundoubtedly a powerful platform with a range of features tailored to meet theneeds of large-scale e-commerce businesses. However, whether it’s worth theinvestment depends on your specific circumstances and goals. Carefully evaluateyour sales volume, customization requirements, performance needs, and growthplans to determine if Shopify Plus aligns with your business strategy.

    In many cases, the benefitsof Shopify Plus, including scalability, customization, and dedicated support,can outweigh the costs, making it a sound investment for large-scale e-commerceventures committed to delivering exceptional online shopping experiences.Ultimately, the decision should be based on a thorough analysis of yourbusiness’s unique requirements and long-term objectives.

  • Serverless Architecture

    Serverless computing, also referred to as simply Serverless, is a famed topic of the software architecture world. The biggest cloud-providing platforms like Amazon, Google and Microsoft are continuing to invest heavily and research on this type of architecture. Serverless is a cloud computing code execution model where a certain cloud provider takes over responsibility for servers running along with computing resources management. To put it in a simple view, there are no physical or virtual servers to manage, because they are automatically deployed in the cloud by the third-party vendors. Some of the famous serverless providers are AWS Lambda, GCP Functions and Azure Functions.

    The main difference between the traditional and serverless architecture can be schematically seen in diagram 1.

    A diagram which shows the Traditional vs serverless architecture.
    Diagram 1: Traditional Vs. Serverless

    Components of the serverless application are:

    Functions

    Functions are what imply business and application logic. They execute code for certain actions. There can be multiple functions working as a composite function. Sometimes they may be triggered or self-initiated when a condition is met. This process is hidden from the user. The user creates a program code, specifies needed dependencies and uploads it. The provider then provides the computing environment.

    Backends

    This unit allows the development to shift backend regular functions from data storage to the cloud, managing latency of the architecture and dependencies deepening. It also aids with functionalities like Simple Notification Service (SNS), Simple Queue Service (SQS), kinesis for streaming data, data warehouse queries, batch data cloud dataflow and event grids.  

    Here is how a serverless setup looks like.

    Image shows serverless states
    Diagram 2: Serverless State

    When we talk about Serverless, it is primarily defined by two different but overlapping areas: “Backend as a Service” (BaaS) and “Function as a Service” (FaaS). BaaS and FaaS are related in their operational attributes and are frequently used together. Let’s find out what each of these scopes encompasses.

    BaaS

    This term is used to describe applications that significantly or fully incorporate third-party, cloud hosted applications and services to manage server-side logic and state. These are typically rich client applications like single page web apps or mobile apps that use the vast ecosystem of cloud accessible databases (e.g., Firebase), authentication services (AWS Cognito) and so on.

    FaaS

    This term is used to describe applications where server-side logic is written by developer but unlike mainstream architectures, its run-in stateless computer containers are event-triggered, ephemeral and managed by a third party. Containers specify OS and software configurations. Regarding uptime, the container keeps working until the current job is executed and destroyed. It can host any microservice and app and there are no timeout restrictions.

    Faas, replaces the click-processing physical server with something that does not need a provisional server nor a related app. The only code that needs to change when moving to FaaS is the main method, also called startup code. Handlers which manage message listener interfaces are also changed in the method signature.

    Deployment is very different from traditional systems. The code is uploaded to the FaaS provider and then the provider instantiates VM’s and manager process. Horizontal scaling is completely automatic, elastic and managed by the provider. If the system needs to process a hundred requests in parallel, computer containers come into play. They execute the functions and are created and destroyed purely driven by runtime need. Functions in FaaS are typically triggered by event types defined by the provider. Such event types include S3 (file/object) updates and Kinesis. They may also be triggered as a response to inbound HTTP requests via API gateway. However, this is an uncommon use of configuration from within the same cloud environment.

    When working in an instance-bound state or a machine state, there may be some restrictions posing to FaaS. Like data that is stored in variables or local disk. Such storage is available but there is no guarantee that such a state persists across multiple invocations and more strongly there should be no assumption made that state from one invocation of a function will be available to another invocation of the same function. This is the reason why FaaS are often described as stateless. But this may not a correct techical assessment. Rather it is appropriate to say that any state of a FaaS function that is required to be persistent needs to be externalized outside of the FaaS function instance. Any function will typically make use of a database, a cross app cache like Redis or a network file/object store to store state across requests or to provide further input necessary to handle a request.  

    New-retail business framework (NBF) is an open framework developed by the supply chain infrastructure technology team for new retail services. A serverless system like FaaS helps NBF achieve industry standard practices, load balancing and long-term sustainability. Diagram 3 shows how NBF works in conjunction with FaaS.

    Image about NBF-FaaS Architecture
    Diagram 3: NBF-FaaS Architecture

    Event Sources Function is an event driven set. Function Instances provide functions or microservices. The FaaS Controller manages function control services such as API Gateway or Backend for Front (BFF). Platform Service Functions relay on platform services such as privilege management API’s and OSS. Cloud Service Engine (CSE) provides dynamic scaling capabilities which rapidly adapt to different resources needs during on and off-peak hours. CSE optimizes container cold, hot start performance and serverless O&M tools such as logging, monitoring and link tracking. NBF containers use Open Service Gateway Initiative (OSGI) architecture and provide complete bundle lifecycle management, including load, start, unmount and delete as well as isolation and communication. The whole platform capabilities result in services release which allows for quick release of a function or to bundle as a service, service routing which includes polymorphism, degradation and moke routing, service management with service vision control and service start/stop and lastly the service O&M for serverless services, hybrid deployment, phased release, disaster recovery.

    Lastly the important concept to grasp is bundle communication. Bundles are able to utilize container capabilities such as Spring context hosting and AOP by using the import mechanism provided by containers. For example:

    


        
       
org.springframework       
org.apache.commons.logging        
org.aopalliance       
org.aspectj    

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    The NBF containers create an independent sandbox for each bundle which ensures code level bundle isolation from time of loading thus preventing class and resource conflicts among bundles. They manage bundle context globally and provide plug-in hosting. This sums up how FaaS works and conjoins.

  • Secrets of performance-oriented frontend development

    When a web page takes longer than three seconds to load, 40% of visitors leave, increasing the bounce rate.

    Similarly, a slow mobile app would also have poor performance and irritate consumers. After a few tries, the customer will remove your application and download a more user-friendly one.

    The ease of use and user-friendliness of your specific digital solution have a direct impact on the performance of the app. If compromised, it degrades the user experience and lessens the likelihood that users will engage frequently or stay connected to the app or website over time.

    On the other hand, developing a web or mobile app with front-end performance in mind increases the chance that your product will succeed. As a result, your priority should be to create an app or website that loads quickly, is SEO-friendly, performs well, and is well-designed.

    Here are a few secrets that can help you build up your performance-oriented front-end development.

    Optimize Images & Use WebP

    Images are a crucial component of web pages. Considering they increase user engagement, 93.7% of websites on the internet employ at least one image file format.

    The drawback of using images is that, unless they are optimized, they have a negative impact on the front-end loading time. However, there are various approaches to optimizing images:

    Use AVIF or WebP

    Compared to previous formats like JPEG and PNG, using modern image formats like WebP and AVIF shows better performance. When compared to JPEG and PNG, WebP is between 25% and 35% smaller. AVIF is 20% and 50% smaller than WebP and JPEG, respectively.

    The browser support is the drawback, though. WebP acquired browser support only recently, so older versions may not support it. In contrast, Chrome and Opera are the only browsers that support AVIF. As a result, you must utilize the <picture> element in native HTML with fallback support.

    Serve images of the right dimensions.

    Using responsive images is another approach to speed up a website’s performance and cut down on image delivery time. Mobile and tablet devices account for more than 50% of all traffic. The frontend loading time could be further reduced by scaling the image to popular device dimensions and serving it using a srcset.

    There are numerous other methods you can use to speed up the frontend loading time through image optimization in addition to picking the right format and dimensions. Additional recommended best practices are:

    • Use of progressive JPEGs.
    • Use of HTTP/2 instead of HTTP/1.1.
    • Use of image sets.
    • Image Compression
    • Serve smaller images to users on slow connections.

    Compress Files & Use CDNs

    Building a lightweight front end for your web or mobile solution is made much easier with the use of content delivery networks, or CDNs. These web directories have a successful global network. Your app will load more quickly if you use files hosted on CDNs since you can use the cached versions of the files from the closest servers. It enables you to quickly serve more users while preventing bottlenecks.

    Compressing the files to be used comes next after using common files from CDNs. Every file, including documents, images (JPEG, PNG), videos, audio clips, and presentations, can be compressed to enhance the functionality of your application. There are many compression tools available on the market that might be deployed for this.

    Once you’ve completed these two steps, your website or application will be much more responsive to consumer inquiries.

    Bundle & Minify Assets

    Two different performance improvements you may use in a web app are bundling and minification. By minimizing the amount of the requested static assets and decreasing the number of server requests, bundling and minification combined enhance performance.

    Multiple files are combined into one file by bundling. The quantity of server requests required to render an online asset, such as a web page, is decreased via bundling. Numerous unique bundles made expressly for CSS, JavaScript, etc. are possible. Having fewer files means that the browser will make fewer HTTP requests to the server or to the service that hosts your application. As a result, first-page performance is enhanced.

    Code that has undergone minification has unnecessary characters removed without affecting functionality. As a result, the size of the requested assets is significantly reduced (such as CSS, images, and JavaScript files). One of the most frequent side effects of minification is the reduction of variable names to one character, as well as the removal of comments and extraneous whitespace.

    Bundling and minification mainly speed up the first page request load time. After a web page has been requested, the web browser caches the static assets (JavaScript, CSS, and images). Therefore, bundling and minification don’t enhance performance when the same page, or pages, on the same site, are requested with the same assets. If bundling and minification aren’t used and the expires header isn’t set correctly on the assets, then the browser’s freshness heuristics mark the assets stale after some days. The browser also requires a validation request for each asset. Bundling and minification in this situation increase performance even after the initial page request.

    Use Caching and prefetching

    Pre-fetching and caching are two essential tools for front-end web performance. Pre-fetching involves pre-loading resources such as images, scripts, and stylesheets so that they can be delivered to the user more quickly. Caching, on the other hand, involves storing assets on the user’s device so that they don’t have to be requested from the server every time the user visits the site.

    Both of these techniques have a huge impact on website performance and user experience. By pre-loading resources and caching assets, sites can load faster and be more responsive, leading to improved performance and better user experience. Additionally, pre-fetching and caching can reduce the burden on the server, which can help to keep costs down and make sites more resilient.

    So if you want to improve your site’s performance and user experience, be sure to take advantage of pre-fetching and caching.

    Reduce The Number Of Server Calls.

    Generally speaking, the more requests your front end sends to the server, the longer it takes to load. This is due to the fact that sending any request to the server demands full communication before the page can be rendered. There are several approaches you may take to cut down on the number of server requests required to load the website.

    One of the simplest ways to cut down on server calls is to use CSS Sprites. Sprite loads a single image file combined using a collection of images rather than ten separate images to the site. The background image and background-position CSS properties can be used to display the desired image segment. By doing this, you’re minimizing the number of server requests necessary.

    Reducing third-party plugins is also important as they make up a large number of external requests and cutting down on them will boost your application’s loading speed. Preventing broken links to files that don’t exist can also help.

    You might also consider server-side rendering to accelerate the application’s initial load time.

    Making the initial move is never easy. The future, however, belongs to those who aren’t scared to innovate and redefine conventional approaches. You can ensure that your website loads quickly and offers a positive user experience by using these web performance optimization approaches. Just be sure to keep everything simple, smart, and seamless. And keep in mind that you only have 15 seconds to make an impact!

    First impressions of apps and websites are based on their user interface (UI) and front-end. The ease of use, seamless navigation, and fast loading are just a few of the elements that determine whether a user will use your digital product again. Therefore, it’s crucial to consider a web solution’s performance efficiency, whether it’s an App or an e-commerce website. You will be able to do so by using the advice we’ve provided above.

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  • Press Release: Integriti Group Rebrands

    On 17 Oct 2022, we are happy to announce to you the launch of the new Integriti logo and website as part of the ongoing evolution of our company’s brand.

    The main image of Integriti Group unveils a brand new look blog post

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    Following the breakout growth of our digital marketing and software development services over the past year, our team has been busy updating our visual identity to reflect our new capabilities and the vision of engineering growth for our clients.

    We believe that in today’s globally interconnected world and with the rise of digital transformation, enterprises need smart technology solutions to achieve operational efficiency, business growth, and competitive disruption. Not only do they require flexible solutions but also visionary partners like Integriti that can speak their language.

    Today, we’re proud to be a trusted partner of leading organizations and to have delivered successful outcomes in a variety of projects ranging from designing an enterprise knowledge-sharing system to developing a large e-commerce platform. Complementing our industry-leading software development expertise, we provide UX/UI design and content marketing through our high-performing and results-driven marketing team, also known as “Magnetic Marketing”.

    With Integriti embarking on a new journey and providing more exciting solutions, we believe this is the right time to create a new brand look that allows us to tell our multi-service story better. We also want our brand to be reflective of our promise of seamless communication, real collaboration, and cultural alignment with our clients.

    The New Integriti Has Arrived.

    Our challenge was to honor Integriti’s identity while making the new branding reflective of the company’s growth. We have retained the “i” in Integriti from the older logo and have created a more vibrant, bold, and modern design. Without going far from the old identity, our new logo successfully communicates our growth-oriented spirit and our varied range of services.

    Brand Elements

    “i” for Integriti

    Our brand mark, the “i” in Integriti represents order, trust, and stability which is why it is the center of attention in the logo design. Itis reflective of not only the integrity with which we serve our clients but also embodies our penchant for innovation.

    Color Palette and Gradient

    A gradient represents a direction of maximum change. We have used colour gradient comprising of blue and purple to reflect our two major services of Software development and Digital marketing respectively.

    Font Changes

    We wanted our font choice to be more dynamic, bold, and modern. Without straining too far away from the old identity, we have selected a more symmetrical Sans Serif font to blend in with our overall branding.

    Revamping our website

    We have also revamped our website according to the new brand identity and are continuously working to improve the user experience. The new site offers informative content on our services in a more clean and organized layout to ensure a positive user journey. The new brand identity and website are designed to further elevate Integriti as we continue to provide leading-edge digital solutions for our current and upcoming customers.

  • Nokia’s Bold Move: Discover the Benefits of Rebranding Your Business

    Image Source: Pexels

    As a business owner, you understand the importance of staying current and relevant. But what happens when your brand no longer resonates with your audience or fails to reflect your company’s values? This is where rebranding comes in. In this article, we’ll explore the benefits of rebranding, strategies for success, and a case study on Nokia’s bold move to rebrand.

    Why Rebranding is Important for Businesses?

    Rebranding your business can seem like a daunting task, but it’s essential for staying competitive in today’s fast-paced market. A rebrand can breathe new life into your business and help you connect with your target audience in a more meaningful way. It can also help you stand out from your competitors and differentiate your brand in a crowded marketplace.

    Additionally, rebranding can help you stay in line with your company’s values and mission. As your business grows and evolves, it’s natural for your brand to evolve as well. A rebrand can reflect these changes and help you communicate your positioning effectively.

    Rebranding Strategies and How to Choose the Right One for Your Business

    When it comes to rebranding, there are several strategies to consider. Some businesses may choose to completely overhaul their brand, while others may opt for a more subtle refresh. Here are a few rebranding strategies to consider:

    Complete Overhaul

    A complete overhaul involves changing all aspects of your brand, from your logo and website to your messaging and marketing materials. This strategy is best for businesses that need a complete rebrand or are starting from scratch.

    Evolution

    An evolution involves making small changes to your brand over time. This strategy is best for businesses that want to stay current but don’t want to completely change their brand identity.

    Targeted Refresh

    A targeted refresh involves making targeted changes to specific aspects of your brand, such as updating your logo or changing your messaging. This strategy is best for businesses that want to make small changes to their brand without completely overhauling it.

    When choosing a rebranding strategy, it’s important to consider your business goals, target audience, and budget. A complete overhaul may be more expensive and time-consuming, but it can have a bigger impact. A targeted refresh may be more cost-effective and quicker, but it may not have as big of an impact.

    To elaborate further, let’s look at a rebrand by one of the oldest tech giants.

    Case Study: Nokia’s Bold Move to Rebrand

    In 2014, Nokia underwent a major rebrand. The company had recently sold its mobile phone business to Microsoft and wanted to focus on its remaining business units: Nokia Networks and Nokia Technologies.

    The new branding focused on the idea of “human technology” and reflected the company’s commitment to innovation and technology that improves people’s lives. The new logo featured a more modern and streamlined design, and the company’s visual identity was updated to reflect the new brand message.

    The rebrand was a success, and Nokia’s stock price increased by 75% in the first year after the rebrand. The company’s renewed focus on innovation and technology helped it stay competitive in a crowded marketplace.

    Image Source: The Verge

    Fast forward a few years, and the tech giant redesigned its logo to announce that the company has left its mobile manufacturing division far behind.

    The new Nokia logo, launched on February 26th is reflective of the repositioning of the brand i.e. a focus on networks and industrial digitalisation.

    Examples of Successful Rebrands

    There are countless examples of successful rebrands, from Apple’s iconic logo to Coca-Cola’s “Taste the Feeling” campaign. Here are a few more examples of successful rebrands:

    • Starbucks

    In 2011, Starbucks underwent a major rebrand. The new logo removed the company name and focused on the iconic mermaid logo. The new logo was designed to reflect the company’s commitment to sustainability and its focus on coffee.

    • Airbnb

    In 2014, Airbnb underwent a complete rebrand. The new logo and branding focused on the idea of “belonging” and reflected the company’s commitment to creating a sense of community for its users.

    • Old Spice

    In 2010, Old Spice underwent a targeted refresh. The new marketing campaign, “The Man Your Man Could Smell Like,” was a huge success and helped the brand connect with a younger audience.

    Common Mistakes to Avoid During Rebranding

    Rebranding can be a tricky process, and there are several common mistakes to avoid. Here are a few mistakes to watch out for:

    1. Not Doing Your Research

    Before undergoing a rebrand, it’s important to do your research. This includes researching your target audience, competitors, and market trends. Failing to do your research can result in a rebrand that doesn’t resonate with your target audience or isn’t competitive in the marketplace.

    1. Changing Too Much, Too Quickly

    While a complete overhaul can be effective, changing too much too quickly can be jarring for your audience. It’s important to balance the need for change with the need to maintain consistency and familiarity.

    1. Failing to Communicate the Rebrand

    A successful rebrand requires effective communication. Failing to communicate the rebrand to your audience can result in confusion and a loss of trust.

    1. Tips for Creating a Strong Rebranding Strategy

    Creating a strong rebranding strategy requires careful planning and execution. Here are a few tips for creating a successful rebrand:

    1. Set Clear Goals

    Before undergoing a rebrand, it’s important to set clear goals. This includes defining your target audience, identifying your unique selling proposition, and establishing key performance indicators.

    1. Develop a Clear Brand Message and Identity

    A successful rebrand requires a clear brand message and identity. This includes a clear brand voice, messaging, and visual identity that reflects your company’s values and mission.

    1. Involve Your Team

    Rebranding is a team effort, and it’s important to involve your team in the process. This includes getting feedback from employees, involving key stakeholders, and ensuring everyone is on board with the rebrand.

    Image Source: Tailor Brands

    Importance of a Clear Brand Message and Identity

    A clear brand message and identity are essential for a successful rebrand. Your brand message and identity should reflect your company’s values and mission and resonate with your target audience. A clear brand message and identity can also help you stand out from your competitors and differentiate your brand in a crowded marketplace.

    How to Measure the Success of Your Rebranding Efforts

    Measuring the success of your rebranding efforts is essential for determining the effectiveness of your strategy. Here are a few metrics to consider:

    Brand Awareness

    Brand awareness measures how familiar your target audience is with your brand. This can be measured through surveys or social media analytics.

    Engagement

    Engagement measures how much your target audience is interacting with your brand. This can be measured through social media analytics or website traffic data.

    Sales

    Sales are the ultimate metric for measuring the success of your rebrand. This includes tracking sales before and after the rebrand and monitoring changes in customer behavior.

    Conclusion and Final Thoughts

    Rebranding can be a powerful tool for staying relevant and competitive in today’s market. Whether you’re considering a complete overhaul or a targeted refresh, it’s important to take the time to develop a strong rebranding strategy that reflects your company’s values and resonates with your target audience.

    Remember to involve your team in the process, communicate the rebrand to your audience, and measure the success of your efforts. And don’t be afraid to take bold steps, like Nokia did, to differentiate your brand and stay ahead of the competition.

  • Most Globally In-Demand Programming Languages, 2021.

    How do you choose a programming language from the plethora of options available?

    Mastering a new programming language can help you advance further in your career or switch careers completely. But you might be wondering how to make the right choice. After all, you will likely have to invest your time and money to learn it. The sheer number of programming languages out there does not help the situation either. This decision will likely involve several considerations like your past knowledge and coding skills, the difficulty level of a language, and your reasons for learning a new language in the first place.

    Another thing you should keep in mind while deciding on a programming language is employers’ demand. If you are aiming to work for big tech giants, then we suggest prioritizing programming languages that have earned their stripes. In fact, in our blog on most In-Demand web frameworks for 2021, we helped you choose the “right” framework by highlighting the needs of your potential employers. Following the similar approach here, we will be sharing In Demand programming languages for the year.

    A recent survey by CodinGame sheds light on the popularity of programming languages and their demand by employers. According to the results, more than half of the programmers knew how to code in JavaScript, Java, and Python. These three continue to be the most widely used programming languages in the world.

    A survey about most in demand programming languages

    On the demand side, results showed that close to 60% of the tech recruiters were on the lookout for professionals working with JavaScript and Java. These findings signal that the programmers and employers are in sync at least when it comes to these two languages. However, the same cannot be said for other languages like C, Python, etc. The demand for these languages is less than their popularity among programmers. For example, 57% of developers code in Python, but only 48% of companies need Python development. This gap is even bigger for C. 45.1% of programmers code in C however only 15.4% of companies require C development.

    These insights highlight how most tech companies favor 4 programming languages: JavaScript, Java, Python, and C#. In our opinion, it’s better to stick with JavaScript as it’s the most popular programming language for a reason. As a matter of fact, JavaScript development also made it to our list of Top Ten Tech skills in Canada for 2021! Most companies developing web UIs need to interface with JavaScript. Moreover, with the introduction of NodeJS, it’s also being used to develop server-side applications as well. If you want to learn a lesser-known language to stand out, then consider TypeScript. This past October, TypeScript was named among the fastest-growing languages in GitHub’s Octoverse Report. The results also showed a small shortage for this language as 24% of companies needed TypeScript development but only 22% of developers knew it.

    The survey overall highlights the dominance of few major programming languages like Java, JavaScript, and Python. The results also suggest a surplus of developers dealing with Python and C. For these developers, it would be better to switch to other languages to improve their job prospects in this competitive environment.