There’s something to be said for quick wins, but without strategy for the long term, it comes at a price. Developing an online business around instant results is the short sighted approach of many entrepreneurs that lack vision or marketing insight to building a brand. While it’s an understandable path for many, it can be [...]
Marketing has talked about using SWOTs to find that USP (unique selling proposition) for years, but change to the process is at work, and its called disruption. Disruption Marketing is about creating new opportunities and possibly shaking up the norm. The concept isn’t that new, but the approach is becoming more main stream as a [...]
Internet Branding may still be in its infancy, with social media attracting most of the attention and buzz. But its an integral part of the online brand building process, and only one aspect to a larger picture. While its a separate channel than offline marketing, its critical to include with the web being what it [...]
One of my favorite examples of an effective social media marketing campaign would have to be the one for Best Job in the World. Countless media mentions, lots of buzz, and thousands of blog entries. Not to mention the 35,000 people that applied for the job. Created by the Queensland Tourism Board in Australia, they asked [...]
Marketers often forget the value of online branding. It’s a relatively new concept that’s proving to be challenging for some. Much like branding in general, its about the intangibles, but not entirely. Digital branding is about building equity through the online marketing channels available, and your online visibility. These can be broken down into a [...]
It was a little over a year ago that Vancouver’s down town looked like a post apocalypse movie scene following the Canucks loss to the Boston Bruins. Thousands took to the streets, store windows were smashed, and cars set on fire. Fortunately, no one was seriously hurt. But for the locals that call Vancouver their home watched the events [...]
In an interview entitled Common Mistakes of Marketing Creatives and CEOs, Keith Reinhard (Chairman Emeritus of DDB) explains… “When I was growing up in the industry, let me entertain you, let me make you smile, I’m very versatile, it was one way.” Advertising was this way for decades, and what may have worked for the [...]
Most marketers know that targeting is about segmentation and delivering key messages of relevance to the target market for a product or business. Delivering relevant messages that fit with your customer profile affect respsonse, behaviour, and conversion. The main advantage to this is you have a targeted message that can make a connection with the [...]
Social doesn’t convert, at least not like blogs is what a new report says. In the latest findings of Technorati’s 2013 Digital Influence Report, it discusses how “consumers are turning to blogs when looking to make a purchase.” It should come as no surprise that blogs outrank social when it comes to influence, they’re often a viable [...]
Many companies measure the success of online advertising or social media simply by the increase in web traffic versus their usual traffic volume. Defining your goals is the ideal place to start for online advertising, search marketing, online branding, or social media. Some of the goals you might pursue for these are; Search Engine Rankings – [...]
There’s an interesting article at BusinessWeek that talks about the self-proclaimed experts of Social Media. I’ve felt similar sentiments on occassion, and while I believe that social media is an important part to online branding, I’ve noticed that a lot of people have jumped on board the social media band wagon. And most of them seem to [...]
Digital Branding – The Marketing Shift
Marketers often forget the value of online branding. It’s a relatively new concept that’s proving to be challenging for some. Much like branding in general, its about the intangibles, but not entirely. Digital branding is about building equity through the online marketing channels available, and your online visibility. These can be broken down into a [...]
There’s something to be said for quick wins, but without strategy for the long term, it comes at a price. Developing an online business around instant results is the short sighted approach of many entrepreneurs that lack vision or marketing insight to building a brand. While it’s an understandable path for many, it can be [...]
This is a question asked subconsciously by most customers before they’ll commit. There’s a lot to be said about what others say about you. The consensus can can determine your fate. Let’s assume your site looks fine. But that isn’t always what it takes to convert alone. You’re online brand is only as likable as perception dictates, and influencing [...]
