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Online branding

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. [si_guide_block id="5768" title="Download our Individual Member Resource – Social media marketing strategy guide" description="Our social media strategy guide will help you create an integrated social media marketing strategy that shows you how…

By not actively trying to establishing a stronger online presence, as a business owner, you lose out on potential sales and loyal customers

How a business portrays itself is a vital factor in its success and, with the advent of social media, establishing a positive image and creating a personal brand is as important as ever. For entrepreneurs trying to make a name for themselves, this is even more important. Many businesses make the mistake of thinking a Facebook page or a LinkedIn profile isn’t that necessary. However, it’s becoming increasingly apparent that the face behind the business is as crucial as the business as the business itself. By not actively trying to establishing a stronger online presence, as a business owner, you lose out on potential sales and loyal customers. While the web is crammed with everyone using the same old strategies, businesses aiming to differentiate themselves need to opt for out-of-the-box solutions…

A single tool can centralize efforts, simplify complex processes, and ensure the effective utilization of data

Regardless of new digital opportunities, companies still struggle with their brand development. A recent survey suggests that some of the most common brand management hurdles include putting data to efficient use, possessing a compelling vision, achieving integrated marketing communication and training employees to deliver a consistent message every single time. These challenges are commonplace and dozens of companies are attempting to identify the right solution. Specifically designed to address the above-mentioned challenges, brand management software can be just the thing. A single tool can centralize efforts, simplify complex processes and ensure the effective utilization of data. [si_guide_block id="109627" title="Download our Premium Resource – Brand vision and identity playbook" description="Consumers and businesses are often making the choice between one brand and another. This is why improving brand identity is relevant to all…

Digital branding visuals to help measure and deliver purpose

What’s the point of it all? Since the dawn of humankind, people have agonized over that highly emotive question. As we steadily slip and slide towards the second decade of the 21st Century, more than ever that question is pivotal. In the sandstorm of why…how…what… when…who… and where… Rather than instinctively turning to people for answers, we increasingly gaze through windows on wrists, laps, and desks for digital to deliver neatly packaged solutions wrapped up in brand messages with emotional ribbons and bows. Consider Turkish owned McVitie’s (United Biscuits) which combined digital (via social media) and emotions to help sell biscuits.  Emotional marketing is nothing new. However given today’s consumers wariness of algorithms, many marketers bank on emotions to help soften qualms. Such fears could be credited to many factors including the veracity of social messages (Think Russia/Trump and Twitter/Facebook)… …

Adidas just made a colossal bet that could be a game changer, or a catastrophic mistake.

Last week, Adidas announced they were going all-in on digital advertising. Chief Executive Kasper Rorsted said he was going to ditch TV ads and instead spend 100% of his budget on digital to capture younger consumers, a crucial demographic for the sports clothing line. This way, he said, Adidas would quadruple e-commerce revenues by 2020. “All of our engagement with the consumer is through digital media and we believe in the next three years we can take our online business from approximately one billion (euro) to four billion (euro) and create a much more direct engagement with consumers," he said. Predictably, the internet exploded. It was a hell of a time to bet all your chips on digital marketing, said critics. Digital ad giants Facebook and Google are now embroiled in full-blown scandals and a quick glance at today’s CampaignLive reveals…

Does branding really matter when it comes to your SEO ranking?

How does brand affect your SEO ranking? This is a question that’s often pondered upon by webmasters. Most fail to make a connection between the two at all. Any webmaster who knows how Google algorithms and indexing work recognizes that there’s no way to measure the popularity of a brand. Yet, there’s constant talk of brand and its relationship to SEO ranking. Before I start explaining about brand and its relation, let's go through Amit Singhal’s post on building high-quality sites. He mentioned a list of questions that should we keep in mind before creating quality websites. In the below image, most of the questions can be answered in just two points: 1. Brand 2. Expert author Going through these questions will help you determine whether the site is branded. For instance,…

Examples and the Pros and Cons of Parallax Web Design

We are all more aware than ever that web design styles are shifting  towards user experience as opposed user tasks and usability. Users demand to be engaged, entertained, educated and enticed into absorbing content online. Parallax web design, used in the right context, has the ability to deliver a really strong connection to an online brand experience, based on the interactivity of the website, the journey and the focus, realism and context given to the content or product. Often, examples of Parallax web design focus on product examples, such as Google's Nexus 7 page, but I hope to show in this post that there are opportunities for other types of organisations such as B2B businesses or charities to use Parallax design for deeper engagement. The examples show that Parallax design can offer a more interactive version of infographics, better suited to…