Tag: Brand

Internet Marketing

Why This New Trend In Domain Names Could Revolutionize Your Business

It only takes 10 seconds for people to form an impression of your brand…
How are you ensuring that the first impression is a positive one?
With new brands being created every other minute and “brand noise” reaching unprecedented heights thanks to social media, first impressions count more than ever.
If you fail to leave a lasting impact with your first impression, the opportunity to capture the attention of that individual may be lost forever as they move onto the next shiny thing on their smartphone.
So, how do you grab attention? How do you develop a positive first impression for your brand?
One of the best ways to do so, which is greatly underutilized, is to create a unique and memorable domain name.
Look for your .ONLINE domain name now at www.get.online and use

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Jeffbullass Blog

Internet Marketing

Whether in-house, outsource, or anything in between, agencies can – and do – help

Programmatic is now mainstream – expected to account for almost 90% of digital display ad spend in the UK next year – so brands naturally want to understand it better and gain more control over how their advertising budgets are spent.
To achieve this greater level of understanding and control, many brands are taking steps towards in-housing programmatic. An IAB study conducted across multiple European markets revealed that 86% of programmatically active brands already have some in-house capability. As well as providing the opportunity to learn about the programmatic space, in-housing can enable brands to standardise part of the stack, retain control over their valuable first-party data, and own direct contracts with technology vendors such as demand-side platforms, ultimately increasing transparency.
But, first, we need to be clear:

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Internet Marketing

How to define your social media strategy – in six simple steps

Social media is an immensely powerful tool that, when used correctly, can increase brand awareness and perception, grow a loyal customer base and demonstrate an ‘always on’ customer service.
However, in order to have an established, consistent and successful presence online, there must firstly be a strong strategy in place. Otherwise organisations are missing out on a huge opportunity, and the competition is likely to take full advantage.
But what should marketing managers, and their teams, be aware of when compiling a strong plan for their digital activity? A good place is to begin with these six simple steps.
Assessing competitors’ content
As with the beginnings of any great marketing project, when it comes to planning, research is key. And, a great place to start is by analysing what’s already out there.
Considering

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Internet Marketing

How to Master The Art of Customer Loyalty Management

Brands and businesses across the Globe look to channelize all their marketing, promotional, and operational endeavors to attain one long-term vision…
To generate an influx of revenue that is well and truly more than the year gone by.
Right at the epicenter of this vision lays the trump-card that more often than not helps brands acquire the revenue they are after. They are popularly known as the customers, and it’s imperative that they are treated well.
Now it’s one thing having existing customers, but something else to keep them around for the longest time to come. And then there is the whole proposition of acquiring new ones altogether. While it’s comparatively more expensive for a brand to achieve the latter, it is just as important.
It’s a hi-tech and competitive world today.

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Internet Marketing

How to Create Compelling Brand Stories in a Noisy World

Storytelling has been considered an art form for millennia – people capable of telling compelling stories have always been treated with respect and fascination.
Today, this is reflected even in the way people are making their buying decisions.
Brands with interesting, original, unusual stories can hope to sell more than their blander competitors.
The reason is, stories touch upon emotions; and the latest findings in neuroscience show that human beings make decisions based mostly on emotions and not on logic.
The human brain is hardwired to be fascinated by good storytelling – and your business can benefit from it.
Nevertheless, even today many companies don’t try to create and tell their brand stories or make only perfunctory efforts in this area.
In this article, I will discuss ways you can construct a better brand

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Internet Marketing

How to maximise marketing initiatives in AI – without alienating your customers

Data mining is undoubtedly transforming marketing as we know it. Artificial intelligence (AI) is not only automating some of the most mundane and time-consuming processes, but it’s also solving the once unsolvable issue of how to turn terabytes of consumer-generated interactions into personalised experiences for each individual. AI does this at a scale beyond a marketer’s wildest dreams. 
Digital native brands such as Netflix and Spotify are setting the standard: using AI to curate perfect recommendations for their users, and consumers now expect the same personalisation from all brands. Consumers are data-savvy and will only entrust brands with their information when it’s being used to improve their experience, not to interrupt it with irrelevant content.
Businesses now know their customers inside-out but many are risking alienating them altogether. How can

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Internet Marketing

Beyond the blacklist: The best tools you need to ensure brand safety

With the recent announcement from Google that YouTube might never be 100% brand-safe, brands are once again being forced to grapple with the thorny issue of brand safety.
Blacklists have emerged as the most popular tool for dealing with the most common concerns, being used by over 60% of marketers in the last year. While this approach does effectively insulate brands from unsafe environments, many have found it also acts as a barrier between themselves and potential audiences, reducing reach and ad-spend ROI.
Thankfully, the wide range of alternative tools available to marketers means that it is entirely possible to ensure brand safety without limiting your reach in the process. The focus for brands needs to be on educating themselves about which tools will work best for them. Brand

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Internet Marketing

Why cleaning your brand’s data is to key to improving accuracy and relevance

The goal of marketers is to provide customers with an outstanding experience that delights at every touchpoint and exceptional enough to ensure each individual’s journey ends with a purchase. But sometimes, we find that even when marketers think they are putting their best foot forward, some customers never respond.
Are brand marketers missing the mark? Or is their brand’s poor data-keeping practices preventing them from even reaching their customers in the first place?
There are a number of reasons behind why many communications remain unseen and unacknowledged.  Maybe a customer’s information has changed, or maybe brands are sending messages via channels unused by the proposed recipient. Perhaps a brand’s protocol is so unstructured that is appears as spam and goes straight into junk mail.
A recent report from McKinsey highlighted

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Internet Marketing

Who’s taking it to the next level in customer experience? Well… nobody, says Forrester

Amazon may have stolen the crown as the world’s most valuable brand, but who are the companies pushing the boundaries with regards to customer experience?
According to the latest analysis from Forrester, Lexus, Regions Bank and USAA are among the best performing US brands – but nobody is taking things to the next level.
The 2019 US Customer Experience Index ranked brands out of 100, with 75% or above being designated as ‘good’, and 85% or better as ‘excellent’. Not one organisation achieved this latter category, with the industry averages – 74.3 for luxury auto manufacturers, 73.5 for banks – usually equating to slightly above average performance.
A noteworthy outlier was airlines, whose industry average slumped to 61.9 with only three making the cut of 65 or above. Federal government (average

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Internet Marketing

3 Major YouTube Marketing Trends You Need to Know in 2019

Most marketers know the value that social media can bring to the business and website they’ve created.
With over 3.5 billion daily users on social media, you already know your target audience is on there talking about their experiences and discussing their favorite products. It’s also become a popular way of handling customer service issues and speaking directly with brands.
Now more than ever, customers and businesses are communicating one-on-one and using social media to do so.
An ever-growing method used by brands and customers to connect is through YouTube, which has sparked a rise in video marketing to appeal to different audiences. The platform boasts more than 1.9 billion logged-in users each month and those numbers continue to rise along with its popularity.
With all that traffic, your business is sure

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Jeffbullass Blog

Internet Marketing

Personalisation strategies analysed: Potent brand messages found – if not 100% hit rate

To personalise, or not to personalise? Even though it’s phrased as a question, personalisation may seem more of a proclamation today – and while only half of consumers are actively signing up for a personalised experience right now, the numbers are only going to go up.
The latest study from Periscope By McKinsey, which polled more than 2000 consumers spread across France, Germany, the UK and the US, found brands who were already trusted by users were more likely to be given permission to personalise. Yet not everything is hitting the spot; approximately two in five users overall said most messages they received still felt like mass marketing that ‘wasn’t created with them in mind.’
The material deemed most likely to make it focused around messages about products relating to

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Internet Marketing

Why advertising spend will shift as brands track sales, not clicks

Marketing budgets are on the up. According to the latest IPA Bellwether Report, a net balance of 8.7% of marketers said their budgets had increased in the first three months of this year; marking a huge improvement on the previous quarter’s 0%. And digital was one of the top areas to see a boost in investment.
Of course, this is great news for the advertising industry. But, with increasingly big budgets being pumped into digital advertising, brands need to understand the impact it’s having on their business. Otherwise, how can they justify asking for even bigger budgets for future activity?
Out with the old and in with the new
For a long time, impressions and click through rates have been used as an indication of campaign success. But times

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Internet Marketing

Taking personalisation to the next level – from data, to decisions, to design

Today’s shoppers are impervious to mass marketing techniques and expect personalisation that truly reflects their preferences. These were the findings from our recent research, “The Art of Personalization— Keeping it Relevant, Timely and Contextual”, where consumers in all countries surveyed said that most communications they receive still feel like mass marketing messages that weren’t created with them in mind (France 47%; UK 42%; Germany 40%; US 36%).
Despite the fact that shoppers say the vast majority of personalisation messages they receive often miss the mark, however, an impressive number were still prompted to check out an offer or make a purchase. In fact, around one-third of messages received by US (37%) and French (32%) consumers had stimulated them to act, while around one-quarter of messages received by German (27%)

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Internet Marketing

A pertinent question: Do we put convenience before ethics when it comes to brand loyalty?

Most of us would like to believe that sound ethics and corporate responsibility is important to us when choosing a brand. But how many of us would say it matters more than convenience and cost?
We may not like to admit it, but it is purpose that attracts us to a brand. To grab the attention of consumers and progress past the courting phase of a relationship, a brand has to convince people that its purpose will meet their needs. If the goal is to provide things quickly and cheaply, and that’s what we want, we’ll take it. 
Ethics and purpose
One of the best current examples of this paradox today is fast fashion. It’s one of the most blatant examples of what we think we’ll do versus

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Internet Marketing

Amazon beats Apple and Google to world’s most valuable brand ranking

Amazon has overtaken Apple and Google to become the world’s most valuable brand, according to a new report from WPP and Kantar.
The 2019 BrandZ Top 100 Most Valuable Global Brands ranking was as ever dominated by technology, with five of the top 10 designated as tech providers. Amazon and Alibaba (#7) were designated in the retail space, while McDonald’s – whose recent purchase of personalisation software provider Dynamic Yield was well documented – Visa and AT&T completed the top 10.
Of those in the top 10, Google – last year’s victor – fell to #3, while Tencent dropped to #8 from fifth position in 2018 and McDonald’s fell a place to #9. Despite the latter’s drop, the report noted McDonald’s brand value had increase 3%. Amazon, by comparison, saw

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Internet Marketing

The biggest challenge facing CMOs today: Building, measuring, and maintaining brand equity

Teradata recently had the pleasure of partnering with the Wharton Customer Analytics Initiative (WCAI) for the fifth year in a row, on an annual event in San Francisco titled, “It’s a Modern Marketing World: Creating a Frictionless Customer Experience.”
During our discussion, host Professor Eric Bradlow, faculty director of the WCAI, brought up a key point that struck a chord with me. “Marketing builds brands. Time kills brands.”
Bradlow’s statement is rooted in his research. From my perspective, it is also proven from experience. It is a stark reminder that brand equity, the commercial value that is derived from consumer or customer perception of the brand experience (rather than the product itself), is both dynamic and fluid. Regardless of industry, size or standing, building and maintaining a brand still remains

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Internet Marketing

7 Ways Authentic Reviews Grow Brand Trust and ROI

The modern digital economy certainly does not operate in a vacuum. You cannot simply release a product out in the wild and keep your fingers crossed that the sales will come pouring in.
Despite what the movie cliché may have taught you, even if you build it, they may not come.
What’s more, you are not in full control over the communication surrounding your company. Your customers have a voice, a voice that’s arguably louder and more powerful than your own, and they aren’t afraid to use it. You just have to learn how to leverage that dynamic to your favor.
Customer reviews are not something to be feared. Quite the contrary! They’re something to be embraced because authentic reviews from real users can boost brand awareness, develop brand trust, and

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Internet Marketing

The show must go on: Why contextual targeting is being called back to the stage

Brand safety scandal? The phrase alone is enough to send shivers down any marketer’s spine. After all, what could be worse than pumping big budgets into a perfectly planned campaign that inadvertently results in a brand appearing next to a terrorist video – or worse.
It’s no surprise that brand safety dominated conversations at Cannes – especially when new research by Ebiquity has revealed that a scary two thirds (65%) of Britain’s top 100 advertisers were exposed to potentially brand unsafe environments in the first quarter of this year alone.
Shifting mindsets – from where to how
Brands are understandably rattled – and many will be considering where to direct their spend to reach the right audiences while maintaining peace of mind. But rather than focusing on where to target

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Internet Marketing

Why brands need to drill into data to cure customer loyalty decay

It’s not uncommon for a brand to roll out a customer loyalty programme to strengthen relationships, grow the business and remain relevant in a very crowded marketplace. Today’s advancements in technology and the evolution of how shoppers prefer to buy goods and interact with services has changed dramatically.
The rise of omni-channel has pushed brands to operate across digital and mobile channels, providing consumers with a much wider variety of choices to shop anytime and anywhere.
For all the glory brought by digital transformation, we have lost the connection with “the corner shop” to the detriment of eCommerce, same-day deliveries and the rise of new brands fighting for the most competitive high street prices. Consumers are being spoiled and presented with such a wide breadth of choices that traditional

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Internet Marketing

Integrating AI to instil customer loyalty: From business use cases to bottom line

Personalisation is a key part of the customer experience. If done correctly, creating a journey that is unique to each person’s needs can influence a buyer to make a purchase and even to return again. However, those brands that fail to get this right, run the risk off turning their potential customers off.
The fact is, shoppers have come to expect higher levels of personalisation, with 69% of consumers saying they want an individualised customer experience. The bar has risen accordingly, meaning some of the tried and tested techniques of the past such as referring to people by their first name, don’t quite cut it anymore. 
Whilst appetite is high amongst shoppers, companies are still failing to provide the sophisticated experience they crave, with only 40% of brands

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Internet Marketing

How to Measure Your Brand Awareness in a Digital World

What is a brand?
A brand is not just a logo and text. It is not just running paid ads all over about your company or product. A brand is about the story you tell to all.
It actually consists of expectations, memories, stories, and relationships. We can call these four elements the building block of a brand.
When a proper blend of these four elements influences a consumer’s decision to choose one product over another, then that blend is called Brand.
Measuring brand awareness
Measuring brand awareness and exposure depends mostly on the context of your business. In general, there are a few important metrics you can check regularly to measure your online brand awareness success. I will discuss here the metrics you can check from time to time to get an

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Internet Marketing

How marketers can prepare for the rise of ‘hyperpersonalisation’

If you’ve ever noticed an email from a brand addressed directly to you or based on your prior purchases, then you’ll be familiar with marketing personalisation. This was an early broad approach, and we have seen personalisation evolve as organisations have brought new types of data into the mix, including contextual and location specific information, followed by analytics and machine learning for more real-time customer data.
This one-to-one approach was cited as having the power to enhance brand loyalty by delivering a better customer experience (CX). Now, with artificial intelligence (AI) moving into the mainstream, connecting with customer journeys is becoming a reality and is proving a boon for real-time personalisation, or what is now being termed as hyper personalisation.
The benefits for businesses include a positive boost to both

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