Posts Tagged ‘marketing’

Blogs have changed a great deal over the years and have came far from the private blogging we know it for. It still serves its purpose in airing an individual’s thoughts, views and life. Since its success with LiveJournal in 1999 till today, there are about 160 million public blogs in existence. And like all digital trends, blogs became a tool for advertising and marketing. From businesses to political figures, corporations and influential people have started their own blogs to engage with the public and establish an online presence. If you think about it, these blogs are a relatively cheap marketing and public relation tool for these personalities and organisations.

The setting up of a blog is basically free and the only costs incurred is probably just hiring someone to design the blog. Many companies have internal blogs on their websites while others set up their blogs on third party sites, like WordPress! The only challenge is to create content which will attract people to the website and encourage them to return for more. But what if the consumers know nothing about your blog?

That’s where blog sponsorship comes in. Your company blog may not have reached your audience but you could definitely count on the A-list bloggers to reach them. A-list bloggers need not publicize their vacancy for sponsorship; they are usually approached directly by companies or have a blog advertising company to manage the clients. The sponsorship could range from a banner on the blog to product engagement and review by the popular bloggers. All the company has to do is find bloggers that can relate to it’s products and have similar target audiences. These sponsorships are relatively cheaper than regular display advertising and companies can benefit from the affinity the audience have with the blog.

It is essential that companies and organisations invest in promoting their blogs in the initial phase to drive quality traffic to them. Then it should rest on captivating the readers in the long run.

Using what I learnt in one of my course subjects in university, here’s a few simple ways you can improve your blogs.

  • Update your blog frequently: No one follows a blog that seldom have updates. Its boring.
  • Break apart chunks of texts with pictures, videos or bullet points: Captivating the reader’s already limited attention is key.
  • Encourage reader participation and engage with them: Give your readers a reason to come back.
  • Provide fresh content or interesting insights: No one wants to read the same content from another blog.
  • Linking with other blogs that have similar content: Shows your blog engages the blogging community. Also improves your SEO.

When used intelligently, a blog is a great way to channel traffic to your company website or engage your target audience. Just remember, “Its not about being narcissistic, its about being a good story teller.

Do you own a corporate blog or know anything about them? Share your tips and difficulties with me! Leave it in my comments!

Advertisements

We are beginning to see a shift of media consumption from the TV and the computer towards mobile devices. Soon there will be more tablets and phones than there are PCs. Gone are the days where we will take the subway and see fellow commuters readings newspapers or magazines. Today’s image of a typical subway cabin is pretty much this.

But despite the rapid rise in mobile media consumption, the growth in mobile advertising spend is sluggish. Derek Thompson shared that consumers spend 10% of their media attention on their mobile devices and yet the medium only answers for 1% of the total industrial ad spend. The opposite can be said for print media, which only commands 7% of our media time but holds a whopping 25% of the total ad spend. This really emphasizes the potential of advertising on the mobile!

But the advertising on mobile has had interesting developments. We have seen really ground breaking innovations with mobile advertising over the past 3 years. One of which is campaigns that use a mobile device’s geolocation capabilities. There are thousands of ways advertisers can use geolocational capabilities within their ad campaigns. Like the MINI getaway case study I did, this Nestle ad campaign is another great example.

Another creative way of using mobile devices would be augmented reality. These either work with your phone’s GPS or an app that picks up codes to activate the 3 dimensional or dimensional augmented reality.

Marrying outdoor media and mobile is another interactive and fresh way of executing a campaign. Outdoor billboards can utilize a mobile device’s capabilities to allow consumers to interact with outdoor media.

Lastly, the use of QR codes, which are probably the easiest to implement. This is probably the best example of how QR codes can be creatively used for a campaign.

It won’t be long till we see new technologies that will change the mobile advertising universe. With technologies like the coming 4G networks that allow for fast speed downloads and 3D and HD graphics, the mobile landscape would become an ideal sandbox for advertisers to create interactive and creative ad campaigns.

What other technologies do you feel will surface? Share them with us and leave a comment!

Search Engine Optimization and Search Engine Marketing have been an essential part to online advertising in the past decade and are often thought to be the same. Both aims to help a site appear on the first page of search results. But are they one and the same? I hope after reading this blog post, you would be able to discern what is SEO and SEM on your search result page.

This screenshot would quickly help you differentiate between the two. The ads you see during a search would be SEM. They are always labelled as ads and appear highlighted in beige and on the side for Google search while the organic search results would be attributed to SEO.

SEO

To improve a site’s organic listing, site owners have to optimize their site’s link building and utilizing keywords throughout the site. This is all done on the website and it would need extensive planning so as not to commit keyword stuffing. SEO takes lots of effort and time for a site to climb the organic search listings but it is a more cost-effective way of bringing traffic and sustaining traffic to your site.

SEM

Think of SEM as a paid and easier way to appear on the first page of search results. Though it is not necessarily better than SEO, it is definitely faster in getting traffic to a site. SEM is faster due to the fact that you are paying search engines to place your site amongst the search results. SEM generally goes by a bidding system. You bid on the keywords you want by either placing a bid through the cost-per-click or cost-per-mille (cost per thousand views) model. The higher your bid the better your SEM ranking.

Ideally, SEO and SEM should be used together to ensure sustainable traffic to a site. Here’s how SEO and SEM can deliver optimum results for a site.

  1. A new site should start with SEO. When done properly, SEO should be able to maintain a sites traffic and would keep competitors at bay as SEO is not easy to replicate in a short time. Savvy users would prefer to click on an organic search result rather than a SEM advert.
  2. Once a site is search engine optimized, its is time to give the site launch a little push with SEM. SEM would increase the awareness of your site instantly and serve as an introduction phase to a site. SEM will also allow for better control over keyword associations and help build links to a site.
  3. Once the site has built sufficient links and have enjoyed substantial awareness, SEM can be paused and SEO can run its course to sustain the traffic of the site. SEM can be re-activated as and when traffic is slipping.

There are many creative ways SEO and SEM can be implemented. I have only managed a few search campaigns and would like to learn from your experiences. So leave a comment on your thoughts of SEO and SEM or share your search campaign experiences with me!