Posted by purna_v
Hereâ€™s a question for you:
Do you think a brand can influence your behavior outside of purchase preference? Put another way, will seeing the North Face logo make you want to take up hiking in the snow?
A few years ago, researchers at Duke University conducted an experiment with 341 students. Their goal? Studying what makes a brand powerful and how weâ€™re influenced by brands. As part of this study, the students were asked to complete what they were told was a visual acuity test.
During this test, either an Apple logo or IBM logo flashed on the screen for a second, so quickly that the students were unaware they had been exposed to the logo. The participants then completed a task designed to evaluate how creative they were, listing all the uses they could think of for a brick.
Are you surprised that students exposed to the Apple logo came up with not just more uses, but more creative uses? The experiment was also done using the Disney Channel logo and the E! logo â€“ and the students were tested on their degree of honesty and dishonesty. Which logo exposure led to more honesty? If … Read the rest
Posted by ronell-smith
Here I am, seated in a Manhattan, New York restaurant, staring at corned beef hash that looks and tastes like what I imagine dog food to look and taste like.
I’m pissed for two reasons:
- It cost nearly and was entirely inedible
- I should have known better given the visuals depicted after doing a Google image search to find the dish, which was offered at a nearby restaurant
In retrospect, I should have checked A and B on my phone before ordering the plate of Alpo. And though I didn’t do that, other would-be customers will, which means the business owner or SEO had better follow the steps below if they wish to stay in business.
The bad news is I no longer relish the thought of eating at high-end NY restaurants; the good news is this experience totally reshaped the way I view mobile, opening my eyes to simple but very effective tactics businesses of all types can immediately put to use for their brands.
My mobile education
We’ve all heard how mobile is transforming the web experience, reshaping the landscape for marketers, brands and consumers.
As marketers, we … Read the rest
Posted by Danielle_Launders
[Estimated read time: 3 minutes]
In April, we hopped on a plane to go visit our friends in the City of Brotherly Love to share an evening of learning, networking, and, of course, eating, for our latest MozTalk. Wait, whatâ€™s a MozTalk, you ask? Well, let me tell you! MozTalks are after-work events, featuring two-four speakers, focusing on topics relevant to online marketing. These one-night events are a way to engage and share ideas amongst the community, meet old friends and new (thatâ€™s you!), and learn great tips from some brilliant minds. Oh, did I mention there is food and some awesome swag? Yes, letâ€™s not forget the most important parts.
Our most recent MozTalk focused on innovative strategies for building brand value and keeping your customers coming back. Topics ranged from human interaction through customer service to tailoring PPC ads to keep your customers coming back for more. We had a lineup of four outstanding speakers: Adam Melson from Seer Interactive, Erin McCaul from Moz, Purna Virji from Microsoft, and Wil Reynolds from Seer Interactive. Watch the presentations below for the full scoop:
Adam Melson: Branding & Revenue Wins That Ignore Traditional SEO
Posted by SimonPenson
[Estimated read time: 20 minutes]
Content marketing has an image problem.
Like all potentially transformational opportunities, the world sees something glistening and jumps in head first to claim a piece of the next “goldmine.”
The ensuing digital gold rush that follows often creates a stampede to be first, rather than best, and normally strategic thinking is usurped and instead replaced with a brain-out approach to delivery.
And in the case of the content marketing revolution, the result has been an outpouring of disconnected content that adds little value and serves very few, leaving many with nothing more than a handful of “failed” content campaigns to show for the effort.
Itâ€™s something I see every day, and it is incredibly saddening.
Content marketing, you see, is not the answer to those prayers. It’s simply part of a much broader strategic picture that I call the “Brand as Publisher” play; a reset of the core principles behind the content marketing charge.
This piece is designed to explain precisely how you can take the “Brand as Publisher” approach, what it is, and how it … Read the rest
Posted by ronell-smith
[Estimated read time: 17 minutes]
A couple of years back, I received a call from the CMO of a small but popular and growing startup about taking on the brand as a content strategist. While I was initially lukewarm to the idea, they were adamant about working together, feeling that I â€ścould help them reach their goals.â€ť
Before hanging up the phone, I asked him to email me the main priority for the onsite content:
“Engaging content (e.g., shares, likes, tweets, etc.),” she wrote.
I thought, I can do engaging.
I reasoned Iâ€™d stick with how-to information content, in-depth evergreen content, and maybe a few interviews. In the online marketing vertical, these are what I call “canâ€™t miss elements” for brands looking to create onsite engagement.
But not long after I started working with the brand, I saw some problems that should have been red flags from the beginning:
- The type of content they wanted for the blog didnâ€™t garner traffic
- The type of content that did garner traffic didnâ€™t garner engagement
- When I talked to the CMO, her words were equally confusing: “Conversions are up, but we need to see engagement improve to continue the