Innovation rocks. But basics are still important
In this age of social media. It is still important for marketers to get the basics of marketing right. Some of the age old marketing tactics still holds good and might still work for you.
How to create a Shitty Brand?
Fake reviews, likes, fans,followers are on the rise. Gartner estimates by 2014, 10-15% of a brands’ social media engagement would be fake. Not necessarily bots running crazy on web. It could be paid for engagement, but not explicitly disclosed. This could eventually lead to people losing trust in social media reviews etc. Brands should stop focusing on sheer numbers and look at growing their fan base organically. Show some real engagement with the community. End of the day, engagement is what matters.
Do Facebook ads really Work?
An interesting infographic on how to create a shitty brand. Very true! All brand managers should be aware of this and should work towards avoiding these mistakes.
On the contrary how do you create a great brand campaign? Look at the love hate angle.
The Love/Hate Angle of Branding
The strongest brands stand for something as well being opposed something else:
- Apple is opposed to technology that sets the rules and asks people to adapt; it champions technology that adapts to the needs of the people.
- Nike stands for athletic achievement and is opposed to sitting on your ass.
- What it stands for
- What it is opposed to
In this article, the author talks about how Best Buy got it all wrong with their upcoming campaign.
Social Media Cheat Sheets
Some one did a random test of Facebook ads. Turns out that it really din’t work. What does this say? Plan your social media campaign and target the right audience. Merely putting banner ads out there is not going to benefit you.
Here’s a roundup of great cheat sheets for the most popular social networking sites.
Heard of Retargeting or Remarketing?
Retargeting, also known as remarketing, keeps your brand in front of your online audience after they leave your website.
Imagine a prospect/customer visits your website, browses through a few pages and leaves. Now when he/she is browsing through other websites, retargeting can help you get banner ads in front of them. So essentially when a person browses through a webpage, as the webpage loads a retargeting agency/firm can bid for the banner ad spot and make your ad appear in that particular webpage. All this happens in fraction of seconds with complex algorithm.
How does it work?
When you visit a particular webpage, a cookie is dropped on to the browser and the cookie tracks the path from there on to show relevant ads in the web pages you browse.
There can be million potential uses for such a campaign. Imagine a ecommerce company, selling fashion merchandise.
- A person searches for a pair of shoes, checks out website (A).
- Then leaves the website (A) to check other websites
- Now if you could serve up a banner ad with a special offer of 10% off on the particular shoe at website (A). Will he/she end up buying the shoes? Most probably yes and sale is closed.
Can retargeting get annoying at times? Yes, but it is worth trying because the opportunity outweighs the risk of annoying a potential customer.
Has retargeting worked for you? Let me know in your comments.