If you think no one is listening, you might be surprised. As companies experience increases in public scrutiny (thanks to social media) there is more at stake to protect their brand. This is more than a shift in marketing, a rewiring has taken the front seat and companies that choose to stand on the sidelines rather [...]
For many companies, creating a strong brand resides near the top of marketing objectives. A strong brand can raise awareness, build consumer relations, increase sales, and differentiate itself from the competition. In a sense, you might say that a strong brand creates a shortcut in the mind of the consumer. Once achieved, this type of [...]
Here’s something most don’t think about until the last minute; what if one of the worst things that could happen to your brand actually did happen? Every extension of a brand is an asset. At the same time, also at risk. This extends beyond the umbrella of the company products and services, but can include [...]
60 Ways to Increase Your Online Influence. 60 Leaders. 60 Seconds Each. Possibly the shortest Internet marketing conference ever, the Influence Project involved 60 speakers for 60 seconds. Some of the speakers included Brian Clark, Guy Kawasaki, Mitch Joel, Muhammad Saleem, Brian Solis and more. MP3 recording and transcript available through the above link.
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 [...]
Did you know that 70% of bloggers write about brands organically? And almost half of that is product reviews? According to Jupiter Research, 52% of readers say blogs factored into the critical moment they decided to buy. And over 40% of online moms use social media for prodict recommendations. About 65% of blog readers access [...]
Targeting – Your advertising should appeal to the demographic where you place your ads. Consistent messaging that conveys your the values of your product or service is key to driving recognition or recall for when they’re in a buying mode. Creating top of mind awareness with consistency and repetition can build equity. It’s surprising how often [...]
Creating the authority of a strong online brand requires a strategy that aligns with its positioning. While Social Media, SEO, and online advertising contribute, a critical component to positioning is a strong content strategy. Driving your online branding strategy often requires one to be perceived as a key resource or authority within your market or [...]
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 [...]
