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Debbie MacInnis
Attention Basics: How to Get Your Messages to Stand Out (Part 2 of 2) One way to attract attention to your Web site, ad, or product is by making the message venue personally relevant, pleasant and surprising. These three things enhance consumers' motivation to look at and think about things. You can also attract attention by making the content of your ad or Web site easy for the consumer to process. Here are three things you need to consider to make your content easy to process: prominence, contrast and competition with other information. Get the full story. Please note: This article is available to paid subscribers only.
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Scott Buresh
The Myth of Rankings: Beyond Search Optimization A consistent problem with the "ranking-centric" mindset is that it doesn't reflect a powerful rationale for getting involved in SEO. Where is the true business case? What tangible results are desired? More and more frequently, people are getting into SEO for the wrong reasons. Achieving high rankings for targeted keyphrases, while an admirable and worthwhile goal, is really only a small piece of the entire online marketing puzzle. Here are a few additional (and vital) pieces. Get the full story.
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Matthew Syrett
Exploring Blogs for Brand Insights Existing brand health measures rely almost exclusively on survey data to gather their findings. While surveys are insightful, they are also prone to collection errors through inaccurate recall and distorted response by surveyed consumers. Marketers can do better by creating more-direct and less-biased approaches. Rather than relying solely on survey data, we should find additional methods that seek to analyze consumers' relationship to brands in the field by observing real-world consumer attitudes. We can start with blogs. Get the full story.
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A Note to Readers Attention to Basics In this week's top story ("Attention Basics: How to Get Your Messages to Stand Out"), our own Debbie MacInnis finishes up her two-part series on getting your marketing and advertising messages to appear unique and interesting in an increasingly competitive field. In the cocktail party of life, in other words, don't let your ad be relegated to wallflower. It's a timely topic, as marketers scramble to differentiate their messages and determine what works best on various platforms. Yesterday, our friends at MarketingVOX pointed to a study that demonstrated "what works in print ads often also works on the Web—namely, powerful images that grab attention and point it toward a message." The CNET Networks, Ignited Minds and NOP World's Starch Communications study "explored which type of ad images are effective on the Web, to help guide advertisers away from running annoying ads that drive consumers from sites," MarketingVOX reported. The study validated what any intuitive marketer already knows: Messages work because they are compelling, no matter the platform or mechanism of delivery. After all, aren't surfers online the same people who are flipping through channels, driving down the highway, and skimming newspapers and magazines? It only makes sense. As my MProfs colleague Shelley Ryan would say, "Well, big fat pile of DUH!" Until next time, Ann Handley
Chief Content Officer
ann@marketingprofs.com
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Gerry McGovern
Eleven Search Engine Optimization Tips When it comes to optimizing your site for search and the search engines, it's important not to overcomplicate your design and technical approach with things such as Flash, Java, frames and dynamically built Web sites. Here are 11 tips for design that works. Get the full story. |
Michael Fischler
The Product Called PR Examine your press initiative. Do you know your marketplace, and know how to reach each member of it? Are you continually building trust? Are you delivering only what people need, and only in the way they want it delivered? Or are you shooting words like rock salt from a shotgun—hoping some of it will stick somewhere but resigning yourself to most of it becoming additional unread content on a Web site? Get the full story. |
Joseph Benson and Jack Foley
Banking M&As: What About the Brand? Not since 1998 has the banking industry experienced the pace of consolidation taking place across the country today. From national mega-deals to local ones, it seems every bank is in the "great game" as a buyer, seller or interested flirt. Should merging commercial banks care about brand? Get the full story.
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Meryl K. Evans and Hank Stroll
SWOT Team: Take Your Marketing Global This week, add your own two cents to the following dilemma: How do you go about promoting a product on a global scale? Also this week, read your answers to a previous week's question: What do you do when an initial marketing campaign isn't flying? Get the full story.
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