Archive for November, 2013
Not every brand has made the surge into our current digital age with equal force. Some have fallen way behind the times. How can you recognize a brand that hasn’t kept up with the times, marketing-wise? Don’t necessarily go by the level of business success; they may be riding their old success into a new age. And don’t let businesses tell you they are the ones to imitate, either; some companies that push digital marketing are the worst offenders.
Here are a few ways to identify the stragglers, starting with companies still primarily focused on TV advertising. Don’t get us wrong; TV still has its place in your marketing strategy. The fact is, however, that TV ratings are in a long-term decline that isn’t going to recover. A company that won’t pull funds from TV advertising to relegate a little towards online advertising doesn’t comprehend the power of digital marketing.
QR codes are another sign that a company isn’t in touch with digital advertising. Statistics show that only about 1 in 5 people have ever used one of these codes, making this a digital advertising tool that can be considered a waste. Some companies have gone overboard, however, and sunk most of their digital advertising funds into putting QR codes everywhere. A QR code on a billboard is useless, and so is one in an airline magazine: No one speeding by on the highway is scanning QR codes from hundreds of feet away, nor is anyone on a plane with their phone in airplane mode. QR codes are supposed to be functional and not just for show.
Finally, we have a morass of outdated blogs and social media sites. Companies go crazy setting up all of their social media without fully understanding the amount of effort it takes to keep it going. You definitely want to use these forms of marketing—just have them well planned before you begin, so that your brand doesn’t end up looking like its online presence is extinct.
|No comments||This entry was posted by EIC Social Media Team on November 25, 2013 at 7:40 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
We already rely on algorithms to a great degree: Whether it’s deciding which stocks to buy and sell, which products come up when we search or which emails show up in our inbox rather than being relegated to Spam, we allow algorithms to make a lot of decisions for us. Sometimes, there’s just too much information out there to make decisions without a little synthetic help.
Think about all of the social media sites that we use. Artificial intelligence is helping to run those in reality. What pins hit the front page? Which Instagram pics are listed as favorites? For sure, we have to click the “Like” button, but who is deciding how fast the “Likes” have to pile up to make the front page, or how long something can stay there?
The same thing happens with our ads. Most of us let Google create its one profile on us based on our searches and web page visits—just look at the ads next time you use Gmail. We’ve even started to allow algorithms to pick which ads we see.
Why are we okay with this? There’s just too much out there. If your brain is an exclusive party, then algorithms are the bouncers, those guys you pay to stand at the door to make sure only the cool people get in.
So with that in mind, what should your company be doing about this shift? Get some creative people developing algorithms. And yes, you need the computer science guys in there, too. But analysts need to be forward-thinkers; don’t expect to see immediate results for development. If you are keeping up with the times, creative use of algorithms will pay for itself in the long run. Don’t fall behind so that things can look good on paper this quarter—you want them to continue looking good on into the future.
|No comments||This entry was posted by EIC Social Media Team on November 18, 2013 at 7:02 pm, and is filed under Digital Advertising, Technology in Society. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
A website has graduated from being far more than just the static pages on the World Wide Web of the past. But now websites do so much more that just provide information. They also help us to interact with one another, and they have become a powerful business tool.
Rather than viewing a website as a project with a definitive beginning and ending, developers need to see websites as an ever-evolving environment. For a website to thrive, for business or social purposes, it has to be able to adjust with the times and keep up with both technology and society. What do consumers want? How do individuals want to be able to interact? What technology is available to turn consumer desires into reality? These questions must be answered, and then the answers have to be regularly reevaluated.
The mistake that many companies make is designing a website without a plan. This is an error that frequently leads to a complicated redesign later on. If your designer doesn’t know exactly what the site is supposed to do, there is no way to code it properly the first time simply for appearance’s sake. So what kind of information does your team need before they can start working on the site’s layout? It begins with the consumer. Who are you trying to reach with your product, service, or message? Next you need to think about your strategy for turning people who visit your website into customers. How will you be able to interact with them and vice versa? Consider the content that the site needs and how to make it easily accessible to the average visitor. Then you need to think about the interactions between your website and your social media sites.
By applying these principles, you can turn a website into a genuine business asset, regardless of the size of your company. Otherwise, your website really will just become a bunch of linked web pages on a common topic and nothing more. Don’t let an outdated definition keep your website from reaching its full potential as an interactive business tool.
|No comments||This entry was posted by EIC Social Media Team on November 11, 2013 at 1:04 pm, and is filed under Marketing Strategies, Online Personalization. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
Every company has them – people who like your Facebook page and then challenge your business’ reputation. Let’s discuss how you can handle these situations by turning a negative into a positive one that is potentially good for your business.
No business is perfect, and despite your best efforts, an irate customer will occasional make inflammatory remarks on your page. What is the key to dealing with a disgruntled customer on the Internet? You need to have a reputation manager to respond quickly to any negative feedback. Simply deleting the post isn’t an acceptable response. If customers find out that you are editing or removing complaints, it won’t help your business reputation. They’ll simply wonder how many more complaints are out there that have never been heard. Make sure to be kind in the response and refer the complaint to the proper customer service channels by replying with a phone number or e-mail address. Make sure everyone knows that your contact page also has this information. That does two things. It gives other upset clients the message that they should contact you directly with problems. It also discredits the complainer as just trying to make noise when there is a clear way to resolve their issue. At the same time, by being kind, you may help to diffuse the situation a little so your customer service rep doesn’t get such an earful.
Then there are unfortunately people who may use your company to get on their soap box and make public service announcements. It may not be something that is only specific to your business, but they may try to generalize complaints about business tactics, environmental issues, and even religious or political controversies. These comments can be difficult to handle. The best thing to do is avoid controversy in the first place, but if your business has been pulled in, perhaps by a public statement that should have been kept private, it may be time to contact an experienced PR consultant. For an individual message, just respond kindly, thanking the person for their concerns. People should see that you take the complaint seriously.
Sometimes a customer advocate may step in to respond to these comments on their own. Engage the positive-speaking commenter in conversation to turn the thread to something beneficial. Be sure to reward enthusiastic fans for their brand loyalty.
|No comments||This entry was posted by EIC Social Media Team on November 4, 2013 at 12:49 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|