Archive for January, 2015
The Future of Mobile: Revealing Patterns
People are on the go more than ever before and mobile phones, tablets, and computers have become a part of daily life. Sure, there are plenty of issues for marketers that come along with that, but too many articles focus on the negative and how to work around it. Let’s talk about the future of mobile, and about some of the trends that we see forming.
One of the things that businesses need to focus on is going where the people are. This means putting your advertising where people are going to be. Native advertising lets you join the conversation and engage consumers.
More people than ever are performing searches on the go. Focus on ranking and advertising for mobile searches in order to stay ahead of the curve.
Content rules the mobile world. However, the fact is that the consumer gets more of a say in what they want their mobile content to be like. Tell your customers a story, and make that your mobile ad. Your consumers have a culture of their own. Discover it, and let that be your platform.
Social is the primary function for which people use their mobile devices. This is where your mobile advertising has to perform in order to engage consumers one-on-one. If you are successful, you will build your brand’s reputation in the eyes of the average person.
Wearables are the wildcard in the modern digital advertising world. They should be on your radar already as these are the ultimate on the go mobile devices. Digital marketing is no longer just about websites. As much as mobile devices have added apps to the market, they are not the end of the story either. The future of mobile and digital advertising is using a combination of methods that reach individuals across devices throughout their day. Done right, you can make your brand a part of their life.
|No comments||This entry was posted by EIC Social Media Team on January 29, 2015 at 4:30 pm, and is filed under Mobile Marketing. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Keyword Domains: Should You Invest?
The short answer is yes, keyword domains can be lucrative. At least, that’s what some current research revealed. Ten thousand URLs were studied in order to determine if domain names that utilized keywords still held any value in our modern SEO world.
At one time, domain names ruled search engines. Unfortunately, the wrong people realized that domain names had incredible value. They then bought up site names basically for two reasons: (1) in order to rank above more reliable competitors or (2), to sell to major corporations. Once Google caught on, they altered their algorithm to provide better results.
Today, many things affect what appears when you perform a web search. This includes keywords in the content, headings, geo-tags, backlinks from reputable sites, and more. People, thus, have stopped paying top dollar for exact match domains, as keyword domain names became dubbed.
This is interesting but what did the testing actually reveal? For all of Google’s work on perfecting their algorithm, the domain name still holds value for SEO purposes. In fact, keyword URLs earned better spots than many sites that had more site links and more keyword usage within the site content. Yes, Google may downplay the value of these site names, but they create a lot of ranking potential simply because they result in better anchor text on most sites.
So, what is the value to your brand? In some cases, it may be worth it to spend a little extra to buy that exact keyword matched site name you wanted—instead of struggling to take another URL and invest in thousands of links). After all, what is cheaper? Sure, you can build 35,000 backlinks to your site, but there are site names that will get you there faster for under $2,000.
That having been said, don’t just buy keyword domains for the URL’s and then give up on content. Customers still expect engagement, even if the content isn’t how they found your site in the first place.
|No comments||This entry was posted by EIC Social Media Team on January 22, 2015 at 4:30 pm, and is filed under Online Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Reputation of the Brand: Managing Your Business’s Standing
One thing that every company needs to know about in our modern world is how to manage the reputation of the brand. Perception of a brand is a huge factor when it comes to sales, and that means you can’t run a business without knowing how to control that perception. Here are a few simple means for keeping your company in the good graces of the public eye, now ubiquitous thanks to the Internet.
Let’s start by talking about social media, since this is where a lot of brands get into trouble online. For example, how will you respond to negative remarks posted on your social media site? It’s going to happen. Deleting them is not the answer. Patience, and a well thought out business demeanor, is what will bend public opinion in your favor. This works even if the negative remarks are somewhat true. People love to see brands be down to earth instead of mighty corporate giants.
One of the biggest issues that brands face occurs when negative postings appear above favorable ones in web searches about the brand. After all, about half of searchers click on the first link. So, what can you do if those first few links are less than flattering to your company? The best thing to do is to respond to them. When people see your positive response, you have effectively diffused a negative comment.
Make sure that your company maintains a blog and does it well. This isn’t another sales tool, at least not directly. It’s a way to provide additional engagement. Offer content that keeps people coming back post after post. You can often rate the quality of your content by whether or not it creates a dialogue with your readers. These are the kinds of interactions that improve brand perception and cause people to recommend a brand to family and friends.
Don’t expect to change company perception overnight, but it only takes a little bit of continuous effort to produce positive long term results. The reputation of the brand takes time to build, but it is worth it.
|No comments||This entry was posted by EIC Social Media Team on January 15, 2015 at 4:30 pm, and is filed under Branding. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Connect With Your Consumers: Some Social Media Tips
Pretty much everyone uses social media nowadays, which means most of your customers and potential customers do too. Just because social media is crowded, however, it doesn’t mean personal bonds go unformed. In this medium, this includes relationships with brands. However, as just about every brand is now on social media, how can you stand out from the morass of business accounts and connect with your consumers?
The number one way is by having genuine conversations with your friends and followers. This is a much better approach to using social accounts to push your product or service on people. Here are a few suggestions for using social media as a connection building medium (which is what it is meant to be), instead of just another sales forum that chases off users.
First of all, don’t constantly try to sell to your followers and friends. That’s not what they are on social media for. If you keep the tone conversational, instead of sales oriented, you can create a real rapport with people. That sort of engagement will ultimately do more for brand perception, and that’s one of the key elements in engaging consumers, especially in the long term.
Keep an eye out for people who mention your brand, but don’t comment every time the company name comes up. Moreover, don’t feel the need to defend the brand every time someone makes a negative remark. Make sure you have alerts set so that you can respond at appropriate times. After all, if you make the last comment in a conversation, only the original poster will see it.
If you are going to mention special sales or provide a discount/incentive for social media activity (follows, likes, etc.) then you need to create a CTA that lets people know exactly what you want them to do. Also, always be sure to follow up on any interest that people exhibit in you company. You can be persistent, without looking like you are stalking someone who simply asked a generalized question a few weeks back. To connect with your consumers, then, requires an aptitude for using social media to your advantage.
|No comments||This entry was posted by EIC Social Media Team on January 8, 2015 at 4:30 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Online Video Ads: Increasing the Visual Appeal
Digital videos are poised to take over the online marketing world. The only thing standing in the way is quality. The fact is it can be virtually impossible to determine the size or resolution of the screen on which your ad will be viewed. This and other factors prevent some companies from using digital video ads. Others are muddling through, and perhaps using them poorly. In fact, one recent study reveals that about 40 percent of online video ads are not using high enough quality video. With these factors in mind, here are a few tips for making sure that your video ads get the right kind of attention.
Let’s start by being sure that you are using the master file. The post production company should be able to make this available to you. The difference between high definition and standard definition when it comes to video quality cannot be overlooked. Even if you don’t adjust anything else with your digital video campaigns, using the HD master file will make a huge difference in quality.
For the next step, you have to keep on top of your ad server to make sure they are performing the proper quality checks. Each video should be tested to make sure that the frame rate, video quality, and color saturation are all correct upon playback. Make sure that they are using the master quality file so that no quality is lost during file transfers.
Finally, while this doesn’t affect the visual appearance of your video, you want to be sure to track views and conversions. This can let you know if there is an issue with the video. Fewer social media shares or conversions than similar video campaigns could be a video quality problem, and not an issue with the content. So, make sure the video is being view properly before deciding that your online video ads or marketing campaign was a flop.
|No comments||This entry was posted by EIC Social Media Team on January 1, 2015 at 4:30 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|