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…)
Clint Hurdle, manager of the Pittsburgh Pirates, is also a great brand manager. You’ve probably heard about the daily inspirations he sends to his players to keep them energized and positive. http://espn.go.com/mlb/playoffs/2013/story/_/id/9726637/pirates-manager-clint-hurdle-inspiring-others-daily
But I also admire him for his courage to stick to what is working. In the “First Pitch” game day publication, Clint talks about the challenges of continuing to play the same type of game as they run out of games. He says we need to remember that the game we played all season is what got us to the post-season for the first time in 20 years. I see those same challenges in marketing strategy. Far too often, marketers give into the pressures and sense of urgency by abandoning what got them to their position. They change their strategy dramatically and end up trying to be something they aren’t to satisfy a time crunch. Expiring patents, release of new models and competitive innovations are just a few of the reasons we use for abandoning what drove our success. (more…)