For most businesses, online marketing is about getting your brand out there, attracting and converting traffic. But for web users, the Internet is about acquiring information, entertainment and staying in touch with their friends and family. Smart business owners are taking this on-board as they develop and implement new online marketing technologies and strategies - with visitor engagement and customer satisfaction being the end goal.
One of the most crucial aspects of an online marketing strategy is transparency. Visitors to your website, recipients of your online marketing, customers present and past - all deserve (and now demand) to know whether you can be trusted. This trust covers not only personal information but industry and brand reputation. Although we wouldn't go as far as Matt Cutts would consider going by posting all of our activities online - we do value openness and sharing. It's vital that our client's value it too by being approachable to their customers and peers.
It's important to recognise that a broad range of users interact with your website in multiple ways. And visitors demand greater flexibility in how they interact and share information. By creating online experiences that are portable- meaning the content can be distributed and exist on a variety of platforms and websites; creates an opportunity to reach more people.
Knowledge is power, and the more consumers are aware of services and programs, the more likely they are to participate. Making information accessible to everyone should be the aim of every organisation. Creating brand advocates entails educating consumers through curriculum based marketing strategies. Once consumers are able to understand your brand they can then share that information with their peers online. This is the foundation of our integrated approach to online marketing. We help you communicate directly to your target audience- not only to increase conversions, but also to improve existing services. We want you to deliver the best possible customer service you can and to have your brand recognised as a leader for top quality across the board.
Because so much testing and measuring goes on with online marketing, it is colloquially sometimes viewed as a science. And it can offer just as many surprises when it comes to what the latest research is exposing.
Some general guidelines hold true and we all know the common sense of online marketing basics such as using a combination of PPC, SEO, SEM, social media, competitive analysis and smart conversion strategy.
But it pays to question assumptions at all times. For instance, did you know that men are more like than women to use shopping coupons if they are available online or via mobile phone? Or that internet users actually respond well to targeted ads (only finding them irksome if the ads themselves are annoying)? Or that click-through rates are way over-valued when it comes to measuring brand awareness online? These gems come from Marketing Vox - a great resource for surprising statistics and new research to dust out the cobwebs of your online marketing thinking.
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