Our past six weeks were engaged in the biggest story out of Silicon Valley, Apple’s battle with the FBI

over a federal order to unlock the iPhone of a mass shooter. The company’s refusal touched off a

searing debate over privacy and security in the digital age. But last morning, at a small office in Mountain View, California, three guys made the scope of that enormous debate look kinda small.

 

As we came to know from Whatsapp’s official statement

“End-to-end encryption will secure your messages, photos, videos, voice messages, documents, and calls are secured from falling into the wrong hands. End-to-end encryption is available when you and the people you message are on the latest versions.”

 

To sum it up all, The company cannot give the information to the government or anybody even it wants to. “The idea is simple: when you send a message, the only person who can read it is the person or group chat that you send that message to,” WhatsApp wrote. “No one can see inside that message. Not cybercriminals. Not hackers. Not oppressive regimes. Not even us.

 

Each of your chats has its own security code used to verify that your calls and the messages you send to that chat are end-to-end encrypted. The verification process is optional and is used only to confirm that the messages you send are end-to-end encrypted.

Your messages are secured with a lock, and only the recipient and you have the special key needed to
unlock and read your message. For added protection, every message you send has a unique lock and key.
All of this happens automatically.

 

The company said that it expects that end-to-end encryption will be added to other services in
the future since it “will ultimately represent the future of personal communication”.

 

The sudden news of it came after Apple vs FBI fiasco, it was unsaid that Facebook was prepared
for anything similar coming their way. Facebook declined to speak specifically for this story.
Brian Action said “This also wasn’t something Facebook imposed on WhatsApp. This is a decision
WhatsApp made on its own, before it was acquired.” Looks like by the time Facebook paid billions
of dollars for the company, the transformation was already under way.

 

 

 

 

 

 

 

 

 

 

Every Business needs promotion, rarely comes a Brand that climbs the top without sweating it
in the promotional campaigns, but accepting that doesn’t mean that Promotion guarantees Success.
I have seen a lot of big budget launches go South & trust me they had world class designs &
advertising promoting them. Why do such things happen? Is the market so volatile & Dynamic that even the planned strategies
of the Advertising Professionals along with world class designs & promotions couldn’t save the brand?

The problem lies within some of the over enthusiastic Advertising Professionals, whose only
real work is to convince you that your business needs them, its not about you anymore, Its about
them getting business & like any other business, even Advertising business runs on the same Mantra,
“Show me the Money Na”, here are Top 3 things “Advertising Professionals” say to fool you.

All your Brand needs, is a FACE.
Rather than focusing on creating strong marketing channels on ground or making sure that the
strategies are integrated with the Brands functioning to boost the sales, they some how convince
you that all your Brand needs is a Khan or Kumar’s face, Well being recognized is a sure plus for
a brand, but does that guarantee a boost in sales? The target audience is not dumb anymore, with
YouTube & Facebook on 24×7, these audience has no direct impact towards a brand just by the Brand
face, until the offerings & services are not worth it. Quick Example: Big Basket [Endorsed by
The King Khan himself is trailing the market in its own segment behind Groofers]

You need to hammer your presence in the market by Ads.

We all are consumers, we all watch TV, we all get annoyed by Ads, even though we make them,
Understand this very clearly, no one has ever sat down with a bowl of chips to watch Ads,
they will always have this love-hate relationship with the audience. The idea is not to over
do it, yes your brand should be visible at relevant places but hammering it again & again would
kind of create an emotional hatred from the audience end. Recently we saw the same with Airtel 4G
campaign back firing, more than a few million people shared annoying posts about Airtle ads,
now Airtle has to decide, it does have more trending topics in its name now than ever but the
actual trending is the jokes & curses people are giving them.

We’ll try this, if it doesn’t work we’ll replace with options.

Branding is more or less like your first day at school, if you don’t plan cautiously & optimally
for setting up your Brand Identity, you are going to have a bad time for years to come, yes of-course
you can have changes in the system & Logo but the identity that is in the heads of Consumers will
only be imprinted once, its very difficult to change the way Consumers connect with a brand. While
selecting Brand Identity focus more on Stability or strengths rather than options & multiple
identities. Recent examples of this can be found in the new logo created by Uber, which kind of
didn’t go well with the audience & There are many examples of branding and logo changes that have
been rejected by the marketplace. Tropicana Orange Juice, JC Penney, and Gatorade are some
noteworthy examples that cost their companies a lot of money in lost business.

So next time you have a promotional requirement in your business, choose wisely as to who is doing
it for you because

“Nothing except the mint can make money without advertising right.”

No Business in the world can harvest its optimum value without designing a smart Marketing Budget. Usually the Smart companies think end to end for every possible opportunities & create a Marketing Budget that allows the brand to create a stir in the market.

I recently got to know a business that was investing heavily in developing a cool, niche product to add to its already very prominent product line. Seemed like a sure winner, right?. However, it quickly became apparent that product development had occurred in a silo, while sales and marketing were off doing their own thing. The result? The week before launch, the business found itself with a fantastic product on its hands, but lacked a go-to-market plan or promotional material for the new product.

Here’s a quick check list to ensure your Brand doesn’t fall into Bad planning Wagon;

1- Inconsistent Monthly Budgets

The Marketing Budget is to be created keeping into account the entire financial year, you wouldn’t do justice to it if you’re not micro-planning for the individual months, A Big Bang in January & then we limit our budget to pennies every month after that, would it really do you good? Are you prepared for the unexpected, media or people events that happen spontaneously? Keep a monthly tracker of the budgeting expenses, think of the future months & keep them in account when you plan any sizable Marketing expense.

2- Money spent wisely is as good as earned

A lot of small companies want to leave their mark on the segment & thus out spends others but is it wise? Off late its hard to differentiate a Viral Campaign & a Strategic Campaign, the big brands can take a couple failures in the marketing campaigns & not bleed much where as the small businesses often don’t share the luxury & get forgotten usually after the first failure, invest the budget not just on the design but also the services, invest in making your brand better & not just Prettier, cause beauty will fade.

3- Keep an eye on returns

Well I’ll be honest, this one is bit too tricky to understand if you don’t know what acceptable “Returns” are, open up the marketing plans for previous years, spend time on analyzing what has been working for you, where is the campaign taking hits, which part of the plan is not showing improvements, if its the brand loyalty you’re looking at, DON’T. It takes its due time to win over hearts, but we can restrict spending on non productive plans that haven’t clicked, a good marketing budget will have multiple options for the Brand to lean on while the campaigns operates, thus providing a live time assessment & maneuver tactics if & when needed.

I hope the piece helped you in Planning the Most effective Marketing Budget for you, as there never will be a 100{06744ad9e5a78c0f69a19fd13e524e68e8c8689da48d9ebb405b8b806c1f3e42} successful plan ever!