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 [...]
The great thing about online advertising is how trackable and measurable it is. On the other hand, it’s also the downside. Marketing budgets have tighten over the last couple years and accountability has become necessary, requiring marketers to show a return for their ad spends and create cost per customer metrics or similar. While its [...]
It’s no longer just who you know, it’s what you share. Social media is like the great equalizer that’s leveled the playing field for marketers. It allows mass reach on a limited budget, something that was once only available for big brands with huge budgets. Social currency is often described as ways that brands might [...]
Let’s clear the air and get this in the open to remove any misconceptions. They aren’t one and the same, but one can have a significant impact on the other. Online branding and SEO (along with social media to some extent) have shown an increasing value to each other in the last few years, but [...]
Great brands aren’t only built by advertising, they have a story to tell. Marketing and advertising might be tools of the trade, but they are merely devices for getting the story out so it can be shared. Social media has become a game changer that works well with SEO, complimenting online PR to drive the [...]
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 [...]
Remember when Pepsi created the Refresh Everything and skipped advertising during the superbowl (some saying it was a mistake) to give millions of dollars to fund ideas that will refresh the world to non-profits in six categories. Health, Arts & Culture, Food & Shelter, The Planet, Neighborhoods, and Education? Ford bet on social media to generate buzz to promote the new Fiesta ( story ) and head of [...]
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 [...]
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 [...]
