Smarter, faster brands today are looking at the mix through a new lens: the customer (or user) experience. Because the ability to continuously engage consumers to build brands, drive sales and increase customer loyalty requires a new mindset. And better content to satisfy that experience.
The velocity at which consumers move through the purchase path is faster today than it used to be. That’s why mapping the customer’s journey—across all media touch points (paid, owned and earned)—is so critical. Defining a clear role for each communication at each stage of the journey will help guide companies (and their agencies) on tactics and connections that move consumers closer to desired outcomes.
Brands today are increasingly content driven. The brand itself is content. Big brand ideas still connect with consumers at an emotional level, but at the heart of brand activation today is content. Content that meets their emotional and rational needs. Content that creates utility and meaning. It may be created, curated or sponsored by the brand, or perhaps generated by consumer.
Hello, brand marketing? Meet brand publishing.
Great content marketing requires the proper attitude, vision and strategy. Your compass is still your customer but their attention is the new currency. There is no completion date for content, especially in the age of the connected consumer. Above is a tool to help you get organized.
With fragmentation comes complexity. And with complexity comes an appreciable amount of misguided perspective, including sweeping statements about tactics and technologies that derail smart approaches in digital marketing.
The decision to use or not use responsive design is one of the more recent debates where the facts are getting swept under the rug. So we wanted to bring some clarity to how brands should approach this important choice.
Responsive Web Design (RWD) is a web design approach aimed at crafting sites to provide an optimal viewing experience across a wide range of devices (from smartphones to tablets to desktops). A site with RWD adapts the layout to the viewing environment by using fluid, proportion-based grids, flexible images, and CSS3.
Thanks Wikipedia! In short, your site’s design—and it’s content—responds to the user’s device.
SEO & Responsive Design: Perception
Here’s a sampling of what we’ve heard in clients’ hallways and some industry conferences:
- “Google prioritizes sites that have responsive design.”
- “Your site will not be found in Google unless it’s responsive.”
SEO & Responsive Design: Reality
This is not true. (more…)
Successful brand connections today are social by design. They often start with a platform, or ecosystem of platforms, in mind. They have great content ideas at the core, not just a singular idea or “key visual.” Sure, relevance is key (duh), but they’re also nimble, integrated and highly measurable at the outset. Oh, and supported with paid media to give it scale.
Still, brand leaders (in all categories) hesitate to go all in. Some are fearful, others still revert back on the myriad myths associated with “social.” Time to bust those myths for good:
MYTH: Social media is only for brand advocacy
FACT: Social enables relevant connections at every stage of the consumer journey (and KPIs are different for each social marketing activity!).
MYTH: Social is for millennials
FACT: Nearly all adults, regardless of age, affluence or race is engaged in one or more social platforms. Incidentally, Facebook is losing the interest of millennials, as social media participation increases elsewhere across all demos. (more…)