Updating approaches to your online branding for the digital world
Brand is No.1
I want to start with a bold statement. The online brand is the single most important element to a business or organization. If you think about what branding actually is; a position that has been carefully established, and a set of customer promises and overall experiences based on communication and service, then not delivering on these promises and what a brand stands for will lead to failure.
In today's digital landscape, strong online branding will allow you a closer connection with your prospective customers, leading to conversion and retention.
Without a strong online brand, a business will experience reduced competitiveness, inaccessible products and services, customer confusion and dissatisfaction. As your online brand shows its form in all your customer touchpoints, then to say it is everything is really not an overstatement.
What is online branding?
Website(s), search marketing, mobile content, social media,…
Personalized marketing, as we know from our experiences as brand-lovers and as marketers, is the make or break of any e-commerce marketing strategy in a competitive environment
Personalized marketing is all about offering improved user experience (UX) by serving relevant content, or targeting key messages in the funnel, based on your customer’s e-commerce activities and behaviour. Personalized marketing unlocks tactics for retailers to form personal relationships with their customers during their online experience (CX), to nurture leads and drive more sales from digital marketing.
According to SmarterHQ, 72% of consumers say they now only engage with marketing messages that are personalized and tailored to their interests. And with competition at an all-time high, value added by personalized marketing is exactly the tactic your retail/e-commerce marketing strategy needs.
Despite this, customer security and privacy concerns are at their peak. A McKinsey 2020 consumer-data report…
How to build a personal brand as a marketer: 7 effective tactics for personal brand building
As a marketer, building a personal brand can have a great impact on your success.
Even if you work for a company, building your personal brand will prove a great benefit to your company as much as it will be to you.
With a trusted personal brand, you have a unique position in your industry, the ability to influence a bigger audience and turn many of them into customers.
As former Google CEO Eric Schmidt said, "Brands are the solution, not the problem. Brands are how you sort out the cesspool."
But how do you build your personal brand as a marketer? In this blog post, discover 7 effective tactics you can start using today.
1. Understand your target audience
Trying to please everybody is the fastest way to pleasing no one. Therefore, you have to understand…
Insights, tips and advice on personal branding from Rita Clifton CBE
For many people within the marketing world, Rita Clifton is regarded as one of the definitive ‘brand gurus’. Her authority in the field of branding is impressive, with previous roles including Vice Chairman at Saatchi & Saatchi and London CEO and Chairman of global brand consultancy Interbrand.
However, whilst Ms Clifton’s expertise has been dedicated to building corporate brands, I was interested to hear her talk recently about how these brand-building skills can be applied to ourselves.
As digital marketers, it’s becoming increasingly important to identify and exploit a point of difference. While some of us may specialize in a particular area, others may take on a broader, more overarching role. Whatever field we work in, it’s essential for us to make it clear to others what…
Following the Gillette and Nike controversies, is it possible to showcase your brand's attitudes to societal and political issues without backlash?
Consumer mindset has evolved and we are now more conscious of the things that we are buying and the brands we are buying from than ever before.
With more than half of Britons thinking that brands have a responsibility to society, they can no longer simply rely on having a well-performing or cheap product offering to entice customers. Brands increasingly need to showcase their attitudes towards society in their marketing strategy, but is it easy to do without causing controversy and disrupting the status quo of your audience’s buying habits?
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Like it or not, at one point or another you’ll probably have to deal with a negative customer comment that’s been published online
Did you know, as many as 94% of customers say that a negative review convinced them not to do business with a brand?
We can’t underestimate the importance of online reputation management.
Like it or not, at one point or another you’ll probably have to deal with a negative customer comment that’s been published online. This means you need to learn how to respond to such criticism. After all, it’s vital you react to these comments in a timely and thought-out manner, as this is the only way you can adequately protect your online reputation.
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Chart of the Week: 64% of consumers are now belief-driven buyers who want brands to deliver on societal issues, as well as products
We all know that trusting a brand increases the chances of a customer buying from it. Building trust turns customers into advocates, providing priceless word-of-mouth marketing. On top of this, brand trust means customers keep coming back, which is hugely beneficial considering the fact that customer retention is cheaper than acquisition.
But exactly what does brand trust mean to customers and how can it impact their decision making? Today, brand trust is everything to customers, meaning that once you’ve lost it, you’ve likely lost them.
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In fact, according to Edelman’s latest research, businesses are trusted even more than governments, showing…
Nano-influencers are an amazing alternative to micro-influencers as they have in-person relationships with the majority of their community
The days when only big dogs like Calvin Klein and Glossier could afford influencer marketing are far behind us. Today, nano-influencers, a new breed of opinion leaders, allow both popular and emerging brands to get business results without spending much of their marketing budget.
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In 2019, there’s no need to be a world-known celebrity to affect consumer buying behaviour. With a great number of sponsored posts on Instagram, modern customers trust real and authentic personalities more than ever, so it’s no wonder that ‘nano-influencers’ campaigns are on the rise.
Nano-influencers — those who are common social media users with less…
Facebook's Community Standards update, New brand loyalty research, new playable Facebook ads, consumer views on Netflix advertising and Twitter's new live stream with guests feature
This week, Facebook has updated us on how it is enforcing its Community Standards with its third report. The report includes new data in a bid to make sure its enforcement is more transparent.
New research has revealed that brands who form emotional relationships with customers are likely to see better brand loyalty, showing that the human element and storytelling really do benefit companies.
Facebook has launched its new playable ads, aimed at providing users with a trial of advertised mobile games.
As Coca-Cola announces working with Netflix on Stranger Things season three, a study has found that most subscribers are totally against ads being added to the video streaming service.
Finally, Twitter has announced a new feature. Those who live stream will now have the opportunity to add audio-only…
A brand is the face of a business, it's what the public sees when they look at your company and it's incredibly important
When it comes to understanding how to effectively market a business, it can be helpful to get back to basics. That means not only knowing what having a brand fundamentally means but also having a clear grasp of what makes a brand successful.
In this post, we’ll take a look at the essentials of branding that are easy to know intuitively but difficult to articulate, and explore why a brand is not just a synonym for "business."
What is branding?
A brand is defined as the image that a company or entity showcases in order to portray its services and core values. In essence, a brand is the face of a business. It’s what the public sees when they look up your company and what they think about when they contemplate…