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Brand Behavior | Social Media | Paid Media | SEO | SEM

The Leap From Social Media to Social Business

7/11/2014

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Picture
As businesses bask in the warmth of a social media presence with increased customer interaction, branding opportunities and expanded marketing capabilities, they now need to carve out the next phase of their social evolution. They need to make the shift towards social business.

What is Social Business
?
Social business is a concept of moving past posting compelling content, and developing it into every day business practices.
“With social business you start to look at the way people are interacting in digital experiences and apply the insights derived to a wide variety of different business processes.” Ethan McCarty, Senior Manager of Digital and Social Strategy at IBM 
Social business utilizes the channels to create productive experiences for everyone from customers to employees. Successful social business is all about taking what works best in social (collaboration, real-time data, and brand awareness) and applying it to other areas of the business (sales, customer service, and advertising). e.g. IBM added web pages for sales personnel with links to their Twitter and Facebook account so that they are more accessible and knowable for customers.

"While creating a social brand is a necessary endeavor, building a social business is an investment..." Brian Solis

Helpful article:
The Path to Co-Creating a Social Business

Articles you might like:
edge on brand marketing
The Edge on Brand Marketing
"We are not just passing into another historical period or... cultural modification.......But more specifically we are terminating the last 65 million years of life development."
Thomas Berry, historian philosopher

Habits of a Holistic Brand
Habits of a
Holistic Brand

Change is the Lord of the Universe. Everything is in a state of becoming of continuall flux. How do you stay. How to stay centered and coherent in the swing of inevitable changes. Holistic brand wisdom from the master himself.
_


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The Decline of Paid Ads and The Rise of Organic Content

1/20/2014

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The Decline of Paid Ads and The Rise of Organic Content
With changes in Google algorithm, that supports educational content like blog posts and videos instead of simple website urls, it is no surprise that Expedia Lost 25% Of Their Search Visibility In Google Possibly Over Unnatural Links. 
Organic wins 94% of the time versus paid search result.
For the marketers out there, create content that connects with your audience and compels them to interact with your brand.
Related Article:
Google Hummingbird Demands Mobile-First Content

The days of interruptive marketing are but a distant memory and the
Internet has permanently changed the way we interact and exchange information. Today, 8 out of 10 people identify themselves as blog readers, and 23% of all time spent online is spent on social media sites, sharing content. To take advantage of this new buyer behaviour, cultivate an active online presence.

HubSpot’s research shows that 75% of users never scroll past the first page of search results.  Now, more than ever, it is vital to continue creating compelling, educational content that people love and share.

Did you Know?

Microsoft Research reports that people spend only 10 seconds on your homepage before leaving if they don’t immediately connect with your marketing messages.
61% of B2B marketers rate webinars as the most effective content-marketing tactic. Webinars are great educational offers for that middle-of-the-funnel prospect who has started the research phase of his or her buyer journey and is now getting into the consideration phase, looking for more information.

80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement. The bottom line: We don’t want to be sold to, we want to be educated, and articles deliver the kind of information your prospects are seeking in order to make smart, well-informed decisions.
Related Article: Content marketing is about optimizing the dialogue between a company and its customers for profitable outcomes

60% of the population are visual learners and articles with images get 94% more views over those without an image.
Related Article:  How Live Talks Become Visual Content
B2B companies that blog, generate 67% more leads per month than those that don’t.
If you have an active blog, you have a better chance of making a connection with your website visitors.

Image credit: http://adsoftheworld.com/


Helpful article:
Read more about inbound marketing that works!


Articles you might like:
creativity demystified
Be a Creator. Not a Mindless Consumer
You are a Creator in " jeans and a t-shirt, and within you dwells the infinite wisdom of the ages and the sacred creative force of All that is, will be and ever was.”
Leran to combine the practical & the metaphysical, to unleas the creator within.

take creativity out on a ride
Take Creativity Out
on a Ride

The dynamic blend of a strong brand proposition and a compelling brand personality gives birth to a powerful brand expression.
Drive Demand  by Creatively Expressing your Brand


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Customer Revolution Is The Staying Trend!

1/9/2014

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You the Marketers, are the Architects of the Customer Experience!

Customer Revolution Trend
Customized content for each consumer will be growing trend for 2014 and beyond. You now have technology in place to capture the range of customer behavior in your emails, on your website, in your mobile app, at your physical locations, "even on your customers’ morning runs — and attribute them to individuals." Technology has now made the quantum leap that  captures these cross-channel, cross-device customer behaviors, it’s up to you, marketers to weave an engaging story.

Bryan Brown, Vice President of Product Development, Silverpop specifies 3 Key Tactics that encourages customers experience.

Pick a channel you’ve never individualized before and add an element of personalization.
Or, add more customized content to an existing channel to make it more helpful, fun and/or engaging.

Look for creative ways to use customer behaviors to drive cross-channel interactions.

Maybe a mobile app interaction is reflected on the website. Or an in-store exchange drives an SMS. Or a retweet leads to an email.

Make real time your mantra. Whether it’s a contact who just abandoned a shopping cart, exited your store after a test drive or posted a product review, the timeliness of your response can make a difference. Configure your business rules and automated programs to make it happen
.
Read more about the 7 Key Marketing Trends for 2014 - and Tactics for Thriving in the New Year
_

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2014 Must Read: Yes Digital Changes Everything

1/7/2014

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content marketing
[As Rebecca Lieb puts it] ... But, content marketing is not new. In 1895, John Deere published the first journal of its kind teaching farmers all about the latest in technology and trends in the industry. More than 100 years later and with 1.5 million in distribution to 40 countries, The Furrow could be the most successful content marketing initiative in history. Since then, thousands of companies have used content marketing (to an extent), but never have we seen marketing professionals focus so much on content craze.

Why?
  • Buyers accept content from brands and brand ambassadors more than ever. In other words, you don’t have to be The Wall Street Journal to find and engage readers. (Learn to create brand ambassadors)
  • Buyers find 99% of purchase information by themselves. The consumer is now in complete control and doesn’t care much for your sales processes.
  • Shrinking media budgets are leaving an opportunity for YOU. The traditional media model is hurting, and many of those media companies aren’t investing in content areas that YOU can cover more effectively.
“Content marketing is about optimizing the dialogue between a company and its customers for profitable outcomes. The better the conversation is, the more attention it attracts, and the more your customers are compelled to talk and buy. Almost any company or service can find a content marketing strategy that will work for it." --Bryan Eisenberg, marketing speaker and co-author of The Wall Street Journal,BusinessWeek, USA Today, and The New York Timesbestselling books Call toAction, Waiting For Your Cat to Bark?, and Always Be Testing

If you have any sort of web presence, you are a publisher. Think like one and build a digital content strategy that enhances, embraces and exhilarates your audience and skyrockets your conversion rate. This book is a must read for this year!


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Trends in Sight: Marketing in 2014: The Year of Social

11/30/2013

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marketing in 2014
As we all look ahead towards 2014, it is all about Social Marketing. 9 in 10 marketers will use social media marketing. Call 2014 the year of “social acceptance.”

Redesign your website for the experience of your users not for search engines only. We have now transcended from the age of SEO to the age of CEO [Customer Experience Optimization]. Our technology have aided us in knowing our customers in a way that boggles the mind. We know all the numbers associated with our target audience - we know their age, location, annual income, their spending habits and so forth. Behind this veil of statistics, what we now need to know is the  person with emotions and questions regarding the purchasing of your products and services.
Your marketing strategy needs to be personal.

When developing content always ask yourself: how relevant is your message for this person at this point of customer life cycle?

Since the dawn of history, man has been nurtured by fire side stories. Our brains are hard wired to remember stories.
share stories and connect with stories. You, as a marketer are the new story tellers of our digital age.
“The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon.” Brandon Sanderson
Need help developing a story. Here are some pointers from Brian Tarcy.

In a society inflicted by massive ADD, small and simple is your ticket to drive attention and retain registration.

David Armano of global social agency Edelman Digital calls mini content, like the six-second video platform Vine, "the second coming of YouTube." He adds, the best way to reach someone is in those "in-between" moments when they're flipping through content on a mobile device.
Read more: http://www.entrepreneur.com/article/229806#ixzz2mA401zJ6
http://www.forbes.com/sites/jaysondemers/2013/09/17/the-top-7-online-marketing-trends-that-will-dominate-2014/

Content, Context and Contact. -  should be the three pillars of your marketing strategy for 2014 and beyond.


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Future of Branding in the Context of Modern, Mobile Life

11/24/2013

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The future of Branding is about creating connection
Babylon Wonder Poster | www.zazzle.com

It is not about selling. It is about helping people

"We are in the business of sales but we don't start with a pitch. we start with a conversation. We try to develop story engines. We ask: What story are you trying to tell? We want to launch a thousand ships together.”
Cecelia Wogan-Silva, director of creative agency development at Google

The future of branding belongs to storytellers who understand the hero’s journey in the context of modern, mobile life. The hero’s journey is a storytelling structure pervasive across cultures. It starts with a call to adventure, requires that the hero be connected to others, including a mentor. The hero will face extremely difficult challenges along the way. The hero ultimately wins and returns home, armed with new knowledge about herself, other people and the world.

Does your brand inspire people to respond to the call for adventure, whether through providing information, tools or a catalyst? Does it help them overcome the obstacles they will face on the path, either by making sure they have nourishment, transportation, tools, information or access to other people? If your brand doesn’t serve any of the segments in the hero’s journey, you’re right to be concerned about the future. Read more
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  • MY OBSERVATIONS
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  • communication in the age of disruption