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
Posted by SimonPenson
There has long been speculation about how Google actually measures “brand authority.” Many times over the past couple of years have those who speak outside of those fortified Googleplex walls made it clear that brand building is the way to win the organic visibility war.
That statement however has always sounded wooly in the extreme. How is it possible to measure an almost intangible thing at scale and via a complex formula? If you are Google, it seems there is ALWAYS a way.
A fairly innocent-looking patent filed last month, which some say could be
the Panda patent may have gone some way to answering that question.
Within this post we dive into that patent and other supporting evidence in an attempt to understand what the opportunity may be for digital marketers in the future. As part of that attempt, we offer our interpretation of various pieces of the patent itself, and also look at actual data to see if mentions are already playing a part in the ranking of sites.
Posted by willcritchlow
This post is based on a talk I gave at our SearchLove conference in Boston last week. It ties quite closely with the post my colleague Ron Garrett wrote last week: Search Marketers Need to Evolve. You can probably tell we’ve been doing a lot of thinking about this.
When I gave this talk at SearchLove, I hoped that it would put in context why we bring such a range of speakers and topics together at our conferences and to inspire the attendees to go back to their companies and make real changes. I hope this post will do the same for you.
As digital marketers, our focus on analytics has served us well in driving direct, measurable sales. The dominant form of
brand marketing, however, has remained offline with TV taking the lion’s share of the budget and attention. We believe that as TV faces disruptive technology and business models, digital marketers have an opportunity to grow their influence and impact. In total, this is an opportunity worth tens of billions of dollars a year.
I’d very much like for usâ€”our industryâ€”you and meâ€”to be the ones who benefit.… Read the rest