Why Your Content-Based SEO Strategy Will Eventually Fail

Sixteen Handles How many channels does the average cable subscriber have access to? Hundreds? Thousands? And how many of those channels do they actually watch -- maybe 10 or 20? Over the past few years, most savvy search engine optimizers (SEOs) have traded in their outdated SEO tactics for a more modern, content-focused strategy. This is great, but make no mistake -- content, even really good content, will eventually fail to drive organic rankings due to the fact that it won't stand out. Consumers can only consume so much content in a day. The quality of content online used to be so low that any bra [...]


Why Your Audience Is Your Company’s Most Valuable Asset: Develop It

target-audience-featured How do you think of your audience? Hopefully, you think of them in a generally positive way, otherwise you wouldn't own or work for a business that's targeting them. But be honest with yourself -- are they an expense or an asset? Many business owners tend to think of their website and their overall online presence as a sunk cost -- something they need to do because their competition has a website, is active on social media or participates in other online marketing practices. However, your online audience is actually one of the most important assets that you have as a brand. For the pu [...]


Study: Google Takes The Lead As World’s Most Valuable Brand While Apple Drops To #2

google-building-featured After holding the No. 1 spot for three consecutive years, a recent study of the top 100 most valuable global brands revealed Apple now ranks second to Google. Commissioned by communications services group WPP, the study conducted by Millward Brown found Google's brand value has increased 40 percent year-over-year, now worth $159 billion. Meanwhile, Apple's value has slipped 20 percent according to the study, with the brand's estimated value totaling $148 billion. "Google has been hugely innovative in the last year with Google Glass, investments in artificial intelligence and a multitu [...]


Hide The Kids! McDonald’s New Happy Meal Ambassador Gives Twitter Users The Creeps

mcdonalds-happy-600 McDonald's efforts to promote the "Happy Meal" as a more healthy meal suffered a public relations setback today -- and least among the arbiters of taste on Twitter. The fast food giant announced a new yogurt option and introduced "Happy," an animated Happy Meal box. As a McDonald's press release explained, Happy is "a new animated Happy Meal character that brings fun and excitement to kids’ meals while also serving as an ambassador for balanced and wholesome eating. Happy will be introduced nationwide May 23, and will encourage kids to enjoy fruits, vegetables, low-fat dairy and wholesome [...]


Creativity Unbound: How Current Digital Publishing Spotlights Brands

kid_game_table_shutterstock_144561377 Think about the last truly bold and memorable campaign you saw. Did it change the way you think about the brand? Do you still remember the product or service being sold? Don't be surprised if it takes you a minute to answer this question. So many marketing messages pass before our eyes that they often merge into a blur of promotion. In an age dominated by digital engagement, today's brands pump out an endless stream of content to reach customers and leads scattered across devices and platforms. The result is a blizzard of marketing messages in which consumers frequently feel overwhelmed, [...]


6 Lessons For Marketers From Manchester United & David Moyes

Credit: warasit phothisuk / Shutterstock.com I'm writing this post on holiday so am rather out of touch with recent events in the tech world. [caption id="attachment_82008" align="alignright" width="300"] Credit: warasit phothisuk / Shutterstock.com[/caption] However, being English, I'm never that out-of-touch with what's happening in the world of football (or soccer if you're American or Australian), and recent events have made me wonder whether there are lessons to be learned from the rather ignominious reign of David Moyes at Manchester United. For those of you not au fait with the beautiful game, David Moyes was the man brou [...]


Branded Content Leverages Young Love To Sell Ice Cream

cornetto_cupid_train Taking a page from Greece's Lacta Chocolate, Cornetto, a Unilever-owned European ice cream company, is out with the second episode of its Cupidity series, a collection of online films that explore young love. This most recent chapter, entitled Travellers, takes a look at a young man and a young woman and their missed connection. It's an exploration of two differing viewpoints on traveling the path on one's life, for whom you are traveling that path and why you might want to leave room to re-evaluate that path from time to time. The film was shot last fall in southern Italy and it dri [...]


Reading Keywords’ Future In Interactive Marketing

shutterstock_120330325-crystalball If you think keywords have any place in the next-generation, digital marketing world, you’d be mistaken. If you haven’t taken notice of recent announcements about keyword restrictions, you really should take a minute or two and have a look. Right now, Google is moving away from providing third parties with the depth of data it once did. With the change, advertisers will be more dependent on Google itself for data. The once laughed off “never gonna happen to search ads” comparison to organic Not Provided is suddenly less funny. As is often the case, search marketers focus on wh [...]


CMOs, Keep Your Company On Track And Avoid “Communication Debt”

Branding It happens. We get busy and all of a sudden we realize that the words we've been using to talk about our products or brand internally weren't quite right and somehow made it up on the website, into our marketing material and ultimately into the minds of our consumers. This is communication debt, and it's a scary thing. Most of the marketers (and definitely all of the startup lovers) reading this are familiar with the concept of "technical debt," which refers to "the eventual consequences of poor software architecture and software development within a codebase." It's particularly dange [...]


Heineken Travels To Outer Space & The Ocean’s Depths In Support Of Reporters Without Borders

heineken_legendary_posters Wieden + Kennedy Amsterdam is out with a new campaign for Heineken which focuses on 40 legendary individuals from the worlds of sports, entertainment, science, art and other areas. Entitled "The Legendary Posters," the campaign features these 40 people doing interesting and amazing things in support of the global non-profit Reporters Without Borders. The posters were created by unique interaction with each of the 40 individuals. There's the poster that played fireball tennis with Jimmy Connors. There's the one that went into a live volcano with an Icelandic farmer. There's the one that [...]


Why Brands Should Turn To Bloggers Instead Of Celebrity Spokespeople

Influencers_Altimeter Pop quiz: what famous celebrity do you associate with JELL-O pudding? I'm guessing you had no problems coming up with Bill Cosby, which isn't surprising given the fact that his spokesperson relationship with JELL-O lasted nearly thirty years. For those of us of a certain age -- *ahem* -- Cosby's homey kid-friendly delivery will forever be linked with a creamy dessert product. (Not to mention Pudding Pops, which Kraft tragically discontinued.) Companies have been using celebrity spokespeople for decades, with varying degrees of success. While hiring A-listers to promote products will likely [...]


Is Twitter’s Flirtation With Agencies An Effort To Court “Normals”?

twitter-advertising-featured Looking for a higher profile outside its social network, Twitter is turning to advertising agencies for help, according to a post in Advertising Age today. In the last several weeks, the trade journal reported, Twitter has been inviting agencies to pitch creative concepts for marketing Twitter's service and building its brand. Twitter's media spend is expected to be low and it's looking for one-off projects rather than a long-term deal. This move can be seen as Twitter hedging its bets and making itself more accessible to regular (not especially techie) people. Its place as the socia [...]


What Does The WhatsApp Deal Mean For Brands?

social-comms-facebook-600x450 Unless you’ve been hiding under the digital equivalent of a rock, or perhaps living in China, it’s almost certain that you’ve heard by now about Facebook buying mobile messaging app WhatsApp for $19 billion. There has been a huge amount of discussion and speculation about why Facebook spent more than it cost to put men on the moon to buy a product built off the back of open source software, but as WhatsApp is an ad-free product, it’s more important to think about what broader lessons the purchase has for brands and marketers. First is the fact that WhatsApp’s founders have alwa [...]


Content Marketers: Concrete Steps To Finding Your Brand’s Voice

tone of voice video Take these two groups of words: "High octane," "shine adrenaline," "super-charged." "Fortified," "amino acids," "neutralize." Funnily enough, both are used to describe shampoo. The first set – from Bed Head – positions the brand’s hair care products as expressions of a fast, exciting lifestyle; we picture ourselves strapped to a speeding motorbike, possibly while checking for split ends. In contrast, the second set – from Nicky Clarke – frames the products within a dependable world of science, innovation and men in lab coats. The above example shows how two compa [...]


Why Marketers Are Now In The Entertainment Business

media-shutterstock_111209576 In digital entertainment industries like music, film, book publishing and TV, fewer and fewer hits are increasingly responsible for the vast majority of revenue. And this growing trend of a concentration of hits at the head of the long tail is only increasing year over year. According to Eric Schmidt of Google, “While the tail is very interesting, the vast majority of revenue remains in the head.” Here's but one example: “According to Nielsen SoundScan, of the 8MM unique digital tracks sold in 2011, 94% sold fewer than 100 units, and an astonishing 32% sold only one copy. In t [...]


Coke Wants To Give The World A Pet Collar In Spoof Ad Offering A Cure For Social Media Addiction

coke-social-media-guard-featured Coca-Cola's latest online video campaign pokes fun at everyone's obsession with their phones, offering a solution to cure the world of its social media addiction. The ad is a spoof, promoting Coke's Social Media Guard, essentially the same pet collar a vet would use to keep animals from licking their wounds. Fashioned in Coke's signature red color, the Social Media Guard is meant to help people refrain from staring down at their phones. The opening scenes of the ad mocks how great social media can be by claiming, "It connects you to the world and the people you love," while showing famil [...]


Ace Metrix Awards P&G Gold Medal As Top Brand At Sochi Olympics

Ace Metrix logo Television ad analytics firm Ace Metrix has awarded Proctor and Gamble a gold medal for being the most effective brand sponsor to date at this year's Sochi Olympics. With an Ace Score of 622, P&G's 'Thank You Mom' campaign helped the brand beat Febreze, which was awarded a Silver Medal for a series of ads promoting its Bounty, Crest, Dawn, DayQuil, NyQuil and Oral-B ads. United Airlines won the Bronze medal for its patriotic-inspired ads. Ace Scores measure an ad's creative effectiveness based on viewer response, using eight separate attributes: Persuasion, Likeability, Information, [...]


MailChimp, Hootsuite & Google Are Among Most Recognizable Marketing Software Brands

ml-brand-survey You can define the term "market leader" in a number of ways -- company size, sales, profits, stock price and more. Another important one is "brand recognition," and that's what we set out to measure in our Marketing Land 2014 Marketing Technology Survey. You may recall that we already reported on unaided brand recognition, where we asked Marketing Land readers to identify -- without any names to choose from -- the marketing technology brands they think of first. (Google, Moz & Hubspot were the most recognized.) In that same survey, we also changed up the questioning and asked our readers [...]


Social Networks Generate Least Loyalty In 2014 Brand Keys Survey

loyalty-600px Facebook, Twitter, LinkedIn and the other major social networks might want to consider this a warning: Social networks generated the lowest loyalty scores in the 18th annual Brand Keys Customer Loyalty Engagement Index (CLEI). This year's study (which can be requested here) looked at consumer relationships with 555 brands across 64 categories -- ranging from hotels to coffee to restaurants and a number of tech/marketing-related categories. In most categories (38 of 64), the winning brand -- the one that did the best job of meeting consumer expectations -- scored above a 90 percent sa [...]


Budweiser & Esurance Take Top Spots In Top 10 Most Popular 2014 Super Bowl Ads Online

Budweiser Puppy Love screen capture It looks like the Seattle Seahawks weren't the only big winners last night. According to video analytics firm iSpot.tv, Budweiser's "Puppy Love" was the No. 1 most popular Super Bowl ad online, with two more of the brand's ads making it into iSpot.tv's top ten list. Ranking Super Bowl ads based on online views and digital activity, iSpot.tv claims Budweiser held the No. 1, 2 and 3 spots during the game. But post-game, Esurance's ad starring John Krasinski has since taken over second place. Airing immediately following the Super Bowl, the Esurance ad asked viewers to tweet the hashtag #E [...]


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