Too often online marketing is characterised by quantity rather than quality. There's a pervasive idea that quality is too hard but sheer volume will have the same effect.
Let me give you a shining example of what I mean. I was recently browsing a forum when I found, without a doubt, the dumbest attempt at marketing I've seen in a while.
Do you believe the economy is now ready to recover or that we're in for a double-dip recession? Have you been worried about your business's survival? Are you simply looking forward to consumers becoming happier to spend their cash again?
Whatever your opinions and concerns, it's time to give some very real thought to your online marketing strategy and what you will do once the economy does finally pick up.
The internet's leading business is currently scanning and digitising millions of books. Dominance of the web is not enough, the search giant now plans to become, in essence, the world's biggest librarian and bookshop.
Now, regular readers of my posts and articles will know that I am
usually onside with Google. It's frighteningly large and successful,
but anything that invests so much time and energy into important
projects like Google Earth is OK by me, except its plans for books...
Although much of the search engine optimisation (SEO) work carried out by agencies like mine is ongoing, there are important elements that need to be incorporated in the early days.
It's quite common for clients to approach us once they have just paid
for a brand new website design. This is understandable, even if it's
frustrating for SEO professionals. As far as the company is concerned,
they now have their shiny new site so it's time to start marketing it
with an SEO campaign.
If there's one thing the web excels at, it's uniting people behind a cause. A number of successful marketers are using campaigns to create positive change within their industries, highlight their firms' moral integrity and generate a hell of a lot of good publicity.
Whether it's an international price comparison site campaigning against unfair bank charges or a local pub campaigning to protect a village green, bringing people together to put pressure on the authority has the power to create incredible buzz and excitement.
If you lose, then that buzz and excitement was still worth a lot to your company. If you win then that positive outcome is not only good in itself, it's generated a great deal of good will for your brand.
Here are a few tips for driving a successful campaign online. By picking the right cause and the right message, your firm can market itself through good deeds...
There are many tactics used to drive a website up in the search rankings and they all have benefits with the various search engines.
But each of these engines uses a different algorithm to determine which pages should rank highly, so how can you impress each of them?
Picture this, you've optimised your website and now rank in the top ten for all your major keywords, and first for several. Organic search engine optimisation (SEO) has really paid off.
So what now? Should you pack in the pay-per-click (PPC) adverts? After
all, you probably only got them to increase visibility while you
boosted the site's natural optimisation, didn’t you?
Online marketing may be low-cost but it often isn't no-cost, and for a number of charity and hobbyist websites this is a problem.
The advice provided through sources like Econsultancy, or my own
SEOptimise blog, offers help in maximising budgets and doing more for
less. But what about organisations that don't have any budget to start
with, what can they do?
More than half of respondents to a recent survey said they find mobile an easy-to-use platform with which to communicate with their favourite brands, and agreed that they would be willing to pass on offers to their family and friends.
endorsed by the Internet Advertising Bureau and the Mobile Marketing
Association, shows 54% of the people questioned would be willing to use
mobile to interact with "brands of their preference".
You may have noticed that no one buys mere goods or services these days, they buy the experience.
When I attend my gym, the company isn't just worried about providing me
with decent equipment and classes; it wants to ensure my experience is
as good as it could be.