Posted by Hannah_Smith
Earlier this year I wrote a post about
the future of marketing. In it, I made a handful of predictions; arguably the most ‘out there’ of which was this: in the future, only brands which ‘mean something’ to consumers will survive.
In today’s post I’ll be exploring what it takes to become a meaningful brand, and how you might go about building one.
SEO is not dead
However, what we’re being asked to do as SEOs is constantly evolving.
It used to be that you could build a very successful business online just by being great at SEO. But today, the SERPs are changing, and ranking first doesn’t mean what it used to:
The BBC still rank first organically for ‘weather’вЂ”but their listing is pushed beneath the fold. Plus, given the that the information the searcher is seeking is displayed right there in the SERP, I’m guessing they’re not receiving as much traffic from this term as they once were.
But it’s not just informational queries:
Skyscanner still rank first for the term ‘flights to … Read the rest
Posted by MarkTraphagen
What do you think was the biggest leap forward in human evolution?
The ability to walk upright on hind limbs? Stereoscopic eyesight? Opposable thumbs?
I’d argue that our most beneficial adaptation was our propensity to be social. While many other animals are also social to some degree, humans combined the advantages of the pack for defense and hunting with a brain capacity that allowed advanced levels of communication.
That social instinct combined with speech gave us an extraordinary survival ability that led to us becoming the dominant species on the planet.
This article isn’t a science lesson, but I’m proposing that
understanding the social and interpersonal aspect of our humanity is crucial to effective marketing.
Now that may seem like a “duh” to many of you. You get that in this social web era
brands need to be more “human” and be more “engaging,” that they need to foster real “conversations.” However, in this article I’m going to contend that no brand is really fully tapping into the potential of any of those social marketing aspects until they are doing so with real people: actual company representatives who become the “face” for that company in its … Read the rest
Posted by MackenzieFogelson
In 1999, AdAge released its list of
most influential advertising campaigns of all time. At the top of the list was ‘Think Small,’ a campaign that introduced the Volkswagen Beetle to America. It was given top honors not because of its graphical juxtaposition, or its catchy copy, but rather its honest approach. It was the first major campaign to go against what the American consumer said they wanted. When Chevy was telling consumers bigger was better, Volkswagen acknowledged their shortcomings and advised consumers to, ‘Think Small.’
When a brand is able to make a sincere connection with a consumer, something incredibly powerful happens. Beyond mere fleeting impact, that moment of connection provides a foundation for long-term advocacy, loyalty, and a sustainable bottom line.
The average consumer in today’s market is exposed to more than 5,000 advertising messages per day,
Posted by kaiserthesage
It’s obvious that the technology behind search engines’ ability to determine and understand web entities is gradually leaning towards how real people will normally perceive things from a traditional marketing perspective.
emphasis on E-A-T (expertise, authoritativeness, trustworthiness) from Google’s recently updated Quality Rating Guide shows that search engines are shifting towards brand-related metrics to identify sites/pages that deserve to be more visible in search results.
Online branding, or authority building, is quite similar to the traditional SEO practices that many of us have already been accustomed with.
Building a stronger brand presence online and improving a site’s search visibility both require two major processes: the things you implement on the site and the things you do outside of the site.
This is where several of the more advanced aspects of SEO can blend perfectly with online branding when implemented the right way. In this post, I’ll use some examples from my own experience to show you how.
Pick a niche and excel
Building on your brand’s
topical expertise is probably the fastest way to go when you’re looking to build a name for yourself or your business in a very competitive industry.
There are a few reasons why:
- Proving your
Posted by bridget.randolph
In recent years there has been a necessary shift in the way businesses advertise themselves to consumers, thanks to the increasingly common information overload experienced by the average person.
Don’t forget that this is just paid media advertising; it doesn’t include the many types of earned coverage like search, social, email, supermarket displays, direct mail and so on. Alongside the growth in media spends is a growth in the sheer volume of products available, which is made possible by increasingly sophisticated technologies for sales, inventory, delivery and so on.
What does this mean? Well, simply that the strategy of ‘just buy some ads and sell the benefits’ isn’t enough anymore: you’ll be lost in the noise. How can a brand retain customers and create loyalty in an atmosphere where everyone else has a better offer? Through tapping into the psychology of social relationships.
Imagine that you are at home for Thanksgiving, and your mother has pulled out all the stops to lovingly craft … Read the rest